Agentie de branding

7 Brand Names Types

The most used seven brand names typologies:

brand names types

1. Names of the Founders

Patronymic names are those inspired by the names of the founders. This naming method was used especially at the beginning of modern branding. Patronymic names communicate the personal involvement of a man who guarantees a business with his name.

The brand lends credibility and prestige to the founder's name.

Examples: Ford, Ogilvy, Leo Burnett, Toyota.

2. Descriptive Names

Descriptive names are those that directly tells the story of a brand. Communicate the field of activity. They are less creative and therefore not the most memorable.

Descriptive names are difficult to register because they define generic categories. They have the definite advantage of associating the brand with the field of activity in which they operate.

Examples: General Motors, Toys R Us, British Airways

3. Abbreviated Names

Abbreviated names are created by combining two or more words.

Examples: FedEx - Federal Express

4. Invented Brand Names

Made-up names are original word creations. Coined names are memorable and creative, but not based on any kind of heritage, they are harder to associate with a specific product.

Examples: Xerox, Kodak

5. Geographical Names

Geographical Names are those that refer to a territory of origin for a product. Geographical Names contribute to the credibility of a brand by invoking a specialized area, with tradition, or benefiting from the capital of sympathy from the target audience.

Examples: All the cheese in Bucharest markets is from Sibiu or Mărginimea Sibiului, Pate Ardealul, Bucegi

6. Acronym Brand Names

Names Acronyms are usually abbreviations of descriptive names. These names being too long to enter the current vocabulary are used in their shortened version.


BMW for Bayerische Motoren Werke AG

IBM for International Business Machines

Lego for Leg godt in Danish, meaning play well

Nike brand name inspiration

7. Conceptual Names

Evocative names are those that communicate the personality of a brand through metaphors or references to previous experiences. Evocative names are often creative and original, therefore being easier to register.

Examples: Apple, Nike, Virgin

The Nike sculpture from Samothrace is the source of inspiration for the construction of the Nike brand.

A good name manages to be:

  • Memorable
  • Relevant for its category
  • Functional in several linguistic cultures
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