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A '''naming firm''' is a type of [[marketing]] service that specializes in the linguistic art and science of product and company [[onomastics]].<ref name="NY Times naming">{{cite news|last1=Gabler|first1=Neil|title=The Weird Science of Naming New Products|url=https://www.nytimes.com/2015/01/18/magazine/the-weird-science-of-naming-new-products.html?_r=0|accessdate=7 December 2016|work=New York Times|date=January 15, 2015}}</ref><ref name="fast co">{{cite news|last1=Dahle|first1=Cheryl|title=How to Make a Name for Yourself|url=https://www.fastcompany.com/41214/how-make-name-yourself|accessdate=10 March 2017|work=Fast Company|date=August 31, 2000}}</ref><ref name="WSJ">{{cite news|last1=Gellman|first1=Lindsay|title=Why Startups Are Sporting Increasingly Quirky Names|url=https://www.wsj.com/articles/SB10001424127887324263404578611772689785466|accessdate=10 March 2017|work=Wall Street Journal|date=July 17, 2013}}</ref>
A '''naming firm''' is a type of [[marketing]] service that specializes in the linguistic art and science of product and company [[onomastics]].<ref name="NY Times naming">{{cite news|last1=Gabler|first1=Neil|title=The Weird Science of Naming New Products|url=https://www.nytimes.com/2015/01/18/magazine/the-weird-science-of-naming-new-products.html?_r=0|access-date=7 December 2016|work=New York Times|date=January 15, 2015}}</ref><ref name="fast co">{{cite news|last1=Dahle|first1=Cheryl|title=How to Make a Name for Yourself|url=https://www.fastcompany.com/41214/how-make-name-yourself|access-date=10 March 2017|work=Fast Company|date=August 31, 2000}}</ref><ref name="WSJ">{{cite news|last1=Gellman|first1=Lindsay|title=Why Startups Are Sporting Increasingly Quirky Names|url=https://www.wsj.com/articles/SB10001424127887324263404578611772689785466|access-date=10 March 2017|work=Wall Street Journal|date=July 17, 2013}}</ref>


Naming firms develop [[brand|brand name]]s and [[Product naming|product name]]s that are typically categorized as evocative, descriptive, invented or experiential.<ref>{{Cite web|url=https://www.igorinternational.com/process/igor-naming-guide_12.pdf|title=The Igor Naming Guide|last=Manning|first=Steve|date=January 1, 2018|publisher=[[Igor Naming Agency]]|archive-url=|archive-date=|dead-url=|access-date=January 11, 2018}}</ref> They often suggest taglines or positioning statements, and might also consult on logo design and [[corporate identity]].<ref>{{cite news|last1=Post|first1=Karen|title=Brand Naming|url=https://www.fastcompany.com/919038/brand-naming|accessdate=7 January 2018|work=[[Fast Company]]|date=June 6, 2005}}</ref> Some agencies also include market research and consumer focus group testing.<ref name="bloomberg">{{cite news|last1=Klein|first1=Karen|title=The Game of the Name|url=https://www.bloomberg.com/news/articles/2004-01-05/the-game-of-the-name|accessdate=10 March 2017|work=Bloomberg|date=January 5, 2004}}</ref><ref name="ent">{{cite news|last1=Girard|first1=Lisa|title=10 Questions to Ask Before Naming Your Business|url=https://www.entrepreneur.com/article/226543|accessdate=10 March 2017|work=Entrepreneur|date=May 14, 2014}}</ref><ref name="how to name">{{cite news|last1=Lesonsky|first1=Rieva|title=How to Name Your Business|url=https://www.entrepreneur.com/article/177614|accessdate=18 March 2017|work=Entrepreneur|date=May 14, 2007}}</ref>
Naming firms develop [[brand|brand name]]s and [[Product naming|product name]]s that are typically categorized as evocative, descriptive, invented or experiential.<ref>{{Cite web|url=https://www.igorinternational.com/process/igor-naming-guide_12.pdf|title=The Igor Naming Guide|last=Manning|first=Steve|date=January 1, 2018|publisher=[[Igor Naming Agency]]|access-date=January 11, 2018}}</ref> They often suggest taglines or positioning statements, and might also consult on logo design and [[corporate identity]].<ref>{{cite news|last1=Post|first1=Karen|title=Brand Naming|url=https://www.fastcompany.com/919038/brand-naming|access-date=7 January 2018|work=[[Fast Company]]|date=June 6, 2005}}</ref> Some agencies also include market research and consumer focus group testing.<ref name="bloomberg">{{cite news|last1=Klein|first1=Karen|title=The Game of the Name|url=https://www.bloomberg.com/news/articles/2004-01-05/the-game-of-the-name|access-date=10 March 2017|work=Bloomberg|date=January 5, 2004}}</ref><ref name="ent">{{cite news|last1=Girard|first1=Lisa|title=10 Questions to Ask Before Naming Your Business|url=https://www.entrepreneur.com/article/226543|access-date=10 March 2017|work=Entrepreneur|date=May 14, 2014}}</ref><ref name="how to name">{{cite news|last1=Lesonsky|first1=Rieva|title=How to Name Your Business|url=https://www.entrepreneur.com/article/177614|access-date=18 March 2017|work=Entrepreneur|date=May 14, 2007}}</ref>


Most naming professionals provide trademark services as part of their process, vetting names through a global trademark screening.<ref>{{Cite book|url=https://catchwordbranding.com/wp-content/uploads/2016/03/CW_NamingGuide_100914.pdf|title=Creating The Perfect Name by Catchword Branding|last=Skoultchi|first=Mark|publisher=[[Catchword (company)|Catchword]]|year=April 15, 2017|isbn=|location=|pages=|type=Digital Download}}</ref> Legal counsel is generally secured for trademark registration and application activities.<ref name="fast co" /><ref>{{cite news|last1=James|first1=Ellen|title=Finding What's in a User-Friendly Name : Titles: Companies with an identity crisis can call on consultants to match business strategy with a marketable label.|url=http://articles.latimes.com/1990-11-20/business/fi-5029_1_business-strategy|accessdate=18 March 2017|work=Los Angeles Times|date=November 20, 1990}}</ref>
Most naming professionals provide trademark services as part of their process, vetting names through a global trademark screening.<ref>{{Cite book|url=https://catchwordbranding.com/wp-content/uploads/2016/03/CW_NamingGuide_100914.pdf|title=Creating The Perfect Name by Catchword Branding|last=Skoultchi|first=Mark|publisher=[[Catchword (company)|Catchword]]|date=April 15, 2017|type=Digital Download}}</ref> Legal counsel is generally secured for trademark registration and application activities.<ref name="fast co" /><ref>{{cite news|last1=James|first1=Ellen|title=Finding What's in a User-Friendly Name : Titles: Companies with an identity crisis can call on consultants to match business strategy with a marketable label.|url=https://www.latimes.com/archives/la-xpm-1990-11-20-fi-5029-story.html|access-date=18 March 2017|work=Los Angeles Times|date=November 20, 1990}}</ref>

==Notable naming companies==
*[[Addison Whitney]]
*[[Brand Institute]]
*[[Catchword Branding]]
*[[Interbrand]] (Omnicom)
*[[Igor Naming Agency|Igor]]
*[[Landor associates|Landor]] (WPP)
*[[Lexicon Branding]]
*[[Lippincott (brand consultancy)|Lippincott]]
*[[Master-McNeil]]
*[[NameStormers]]
*[[Siegel+Gale]] (Omnicom)


==References==
==References==
{{Portal|Companies}}
{{Portal|Companies}}
{{reflist|2}}
{{reflist}}


[[Category:Branding companies]]
[[Category:Branding companies]]
[[Category:Naming]]



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Latest revision as of 08:36, 15 August 2024

A naming firm is a type of marketing service that specializes in the linguistic art and science of product and company onomastics.[1][2][3]

Naming firms develop brand names and product names that are typically categorized as evocative, descriptive, invented or experiential.[4] They often suggest taglines or positioning statements, and might also consult on logo design and corporate identity.[5] Some agencies also include market research and consumer focus group testing.[6][7][8]

Most naming professionals provide trademark services as part of their process, vetting names through a global trademark screening.[9] Legal counsel is generally secured for trademark registration and application activities.[2][10]

References

[edit]
  1. ^ Gabler, Neil (January 15, 2015). "The Weird Science of Naming New Products". New York Times. Retrieved 7 December 2016.
  2. ^ a b Dahle, Cheryl (August 31, 2000). "How to Make a Name for Yourself". Fast Company. Retrieved 10 March 2017.
  3. ^ Gellman, Lindsay (July 17, 2013). "Why Startups Are Sporting Increasingly Quirky Names". Wall Street Journal. Retrieved 10 March 2017.
  4. ^ Manning, Steve (January 1, 2018). "The Igor Naming Guide" (PDF). Igor Naming Agency. Retrieved January 11, 2018.
  5. ^ Post, Karen (June 6, 2005). "Brand Naming". Fast Company. Retrieved 7 January 2018.
  6. ^ Klein, Karen (January 5, 2004). "The Game of the Name". Bloomberg. Retrieved 10 March 2017.
  7. ^ Girard, Lisa (May 14, 2014). "10 Questions to Ask Before Naming Your Business". Entrepreneur. Retrieved 10 March 2017.
  8. ^ Lesonsky, Rieva (May 14, 2007). "How to Name Your Business". Entrepreneur. Retrieved 18 March 2017.
  9. ^ Skoultchi, Mark (April 15, 2017). Creating The Perfect Name by Catchword Branding (PDF) (Digital Download). Catchword.
  10. ^ James, Ellen (November 20, 1990). "Finding What's in a User-Friendly Name : Titles: Companies with an identity crisis can call on consultants to match business strategy with a marketable label". Los Angeles Times. Retrieved 18 March 2017.
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