How To Name a Product: The Ultimate 2025 Guide

Key takeaways:

• A strong product name makes you stand out among competitors and capture customers. It helps your product be memorable and establish its identity in the market.
• Thorough research and customer feedback are important in selecting the best product name. Understanding your audience and product and testing names with real consumers also ensures a winning choice.
• A good product name is simple yet unique. Additionally, it should align with your brand identity and resonate with buyers.

After years of researching, testing, and modifying, you finally have a product that will revolutionize your industry. Now all it needs is a great name.

Product naming isn’t as easy as it sounds. You have to consider a lot of factors before you can choose the right name for your product.

This guide will help you understand how product naming influences your product’s success in the market. It will also show you how to name a product in five steps and avoid the most common product naming mistakes.

Why is product naming important?

Product naming is important because it allows you to come up with a great product name. Product names aren’t simply words you use to label items. In fact, a product name could be the be-all and end-all of your marketing strategy. How?

Think of the product name as your lawn and your product itself as your house. When people come to visit, the lawn (product name) is the first thing they see. If they already like what they’re looking at outside, then they’ll most likely be interested in what the inside of your house (product) looks like.

A good product name urges consumers to go through the door, which is the most important part of marketing your product. You need to hook buyers first before you can show them why your product is worth their time.

Beyond that, finding the perfect product name can help your brand in other ways. With it, you can:

• Make a good and impactful first impression on customers
• Establish your brand identity in the industry
• Differentiate your product from competitors
• Be memorable to consumers
• Attract your target market effectively

How to name a product in 5 steps

Naming products isn’t as easy as it sounds. You’ll want to pique your consumers’ interest as soon as they see or hear your product name.

To achieve this, you need to develop a solid product naming strategy. Follow these steps to help you find the best name for your product:

Step 1. Understand your product

Just as we need to understand our emotions to name them correctly, when it comes to product naming, you also need to understand your product to give it a name that best describes it.

Start by answering these three questions to understand your product:

1. What’s your product’s purpose?

This question can help you identify your product’s objective. To figure out the answer to this, you also need to go deeper and ask yourself the following:

• What problems does it solve for consumers?
• What needs does it fulfill?
• What customer pain points does it address?

You can use this information to create a product name that ties perfectly with your product’s intent.

2. Who is your product’s target audience?

Knowing your target audience can help you capture potential customers with your product name. How? By understanding what resonates with them.

For example, let’s look at Carefree, a US company that offers feminine hygiene products. Their target market is people who menstruate. Considering this, they’ve named one of their products “Carefree Ultra Thin Super/Long Pads, With Wings.”

It can be a little too long of a product name for some. However, for people with cycles, this could be a deciding factor in purchasing the product.

Periods are uncomfortable and messy, so knowing that there’s a product with “ultra thin, super/long pads with wings” that they can rely on instantly makes them feel that their struggles are seen and heard. This builds trust and even fosters customer loyalty.

Consider conducting market research on your target audience to gain insights into their needs, preferences, expectations, and buying habits. These factors can help you figure out a product name that will entice consumers to try your product.

3. What are your product’s key features and differentiators?

Outlining your product’s key features and differentiators can help you create an impactful and distinctive product name. Focus on your product’s most prominent functionalities that deliver value to customers. Try using your product to gain first-hand experience.

Then, determine your product’s unique selling propositions (USPs). Research competitor products and pinpoint gaps that your product can fill.

Your product’s features and USPs will give you plenty of ideas once you start brainstorming product names.

Step 2. Brainstorm potential product names

Now that you have a good understanding of your product, brainstorming product name ideas should be easier. Remember, this stage isn’t for in-depth decision-making yet, so encourage your team to share as many suggestions as possible.

Use these naming strategies to help you get started:

Describe your product

Sometimes, being straightforward is all it takes. Create a product name that simply describes what your product does, so consumers get a clear picture of what your product is about.

Examples:

• Grammarly
• PlayStation
• Vitamin Water

Make up words

As opposed to the literal nature of descriptive product names, this approach focuses on creativity. While making up words can definitely make your product stand out among competitors, you’ll still need to spend more resources on marketing.

Since a made-up product name doesn’t provide customers with any context about your product, you’ll need to educate them about what it is and what value it offers. This involves extensive advertising, branding campaigns, and consistent messaging to build brand recognition and understanding.

Examples:

• Kodak
• Sharpie
• Doritos

Use alliteration

Alliteration happens when you use the same consonant sounds at the beginning of neighboring words or syllables. It produces a pleasant rhythm that makes a group of words enjoyable to say and hear.

When used with product names, it makes them catchy and stick in a consumer’s mind. This, in turn, makes a product name easy to remember, share, and recommend.

Examples:

• Coca-Cola
• BlackBerry
• Kit Kat

Misspell words

With this method, you can take a real word or a group of words and change their spelling. Some companies use this technique to find alternatives to already trademarked product names. Others use misspelled words to grab people’s attention and be more memorable compared to competitors.

Examples:

• Lyft (Lift)
• Krispy Kreme (Crispy Cream)
• Froot Loops (Fruit Loops)

Use word association

Word association refers to how we connect a single word to other words based on relatedness. It’s an effective tool to discover potential product names that aren’t immediately obvious.

Start with a keyword related to your product and then brainstorm all associated words. The more, the better. This process can reveal names that evoke desired emotions, highlight key benefits, or simply sound more appealing and memorable.

Examples:

• Pampers. The word “pamper” implies gentle care and comfort, which is a perfect product for babies.
• Red Bull. “Red” often evokes energy, passion, and intensity, while “Bull” suggests power, strength, and vigor. This creates an immediate association between energy and performance.
• Dove. The dove bird is associated with gentleness and beauty, which is what skincare products are generally known for.

Create compound words

Many brands opt for compound words as product names mainly for trademark purposes. But you can also use compound words to stand out and be memorable. However, don’t simply put two words together.

You have to ensure that the words you use still align with your product’s core concept and your company’s brand image.

Examples:

• Facebook
• Snapchat
• Lightroom

Blend words

Blending words together is another great way to create unique names for your product. Brands usually take pieces from two different words and combine them to create a new product name. Take Microsoft, for instance, which is a combination of the words “microprocessors” and “software.”

Examples:

• Netflix
• Pinterest
• WordPress

Step 3. Conduct a product naming survey

Conducting a product naming survey is one of the most important steps in the product naming process. At this stage, you gain valuable insights into which product names customers respond positively to. To do this, you need to:

1. Provide your respondents with context about what your product is about and what its purpose is.
2. List at least five to a maximum of 15 product names for your respondents. It’s best not to overwhelm them with too many options.
3. Craft questions that will give you clear, actionable feedback. You can leverage closed- and open-ended questions.
4. Analyze results using online survey tools, such as SurveyMars or Jotform.

To help you come up with questions for your survey, use the sample criteria below as a guide:

Overall impression

This criterion asks participants for their general feelings about a name. It helps you gauge initial reactions and broad appeal.

Sample questions:

• On a scale of one to five, how much do you like the name [Product Name]?
• What is your initial reaction to the name [Product Name]?

Uniqueness

This measures how distinct a name feels compared to others in the market.

Sample questions:

• Does the name [Product Name] sound unique and different from other products you know?
• What other product names, if any, does [Product Name] remind you of?

Appropriateness

Appropriateness assesses whether the name fits the product and its purpose. An appropriate name clearly communicates what your product is or does.

Sample questions:

• On a scale of one to five, how well does the name [Product Name] describe what our product does or is about?
• Does the name [Product Name] seem like a good fit for a product that [a brief description of the product’s function]?

Trustworthiness

This criterion explores whether the name instills confidence and credibility. A trustworthy name suggests reliability and quality.

Sample questions:

• Does the name [Product Name] make you feel like this is a reliable and high-quality product?
• What feelings or associations do you have with the name [Product Name]?

Memorability

Memorability gauges how easy it is for people to remember the name. A memorable name is important for brand recall.

Sample questions:

• How easy is it for you to remember the name [Product Name] on a scale of one to five?
• Imagine you saw this product once. Would you remember its name later?

Emotional impact

The emotional impact criterion investigates the feelings or emotions the name evokes. A name with a positive emotional impact can create a stronger connection with customers.

Sample questions:

• What emotions or feelings does the name [Product Name] suggest to you?
• Does the name [Product Name] make you feel excited, curious, or positive about the product?

Step 4. Check trademark registrations

Before you start narrowing down product name options from your survey, it’s best to check each one for existing trademark registrations. This step helps you eliminate choices and, most importantly, avoid trademark infringement.

Consider these tips as you check for trademark registrations:

1. Use the United States Patent and Trademark Office (USPTO’s) Trademark Electronic Search System (TESS)

TESS is a public online database that allows you to search for active and pending trademarks by name. This will help you identify if others already use the product name choices you have or very similar ones for related goods or services.

2. Find name variations

Look for product name variations that lead to confusion for consumers. Search for names that:

• Sound alike
• Spelled differently but pronounced similarly
• Have similar meanings

3. Check state business registries and online domain name databases

These resources can reveal unregistered business names or websites that conflict with your product name, even if they aren’t federally trademarked.

4. Consult with a trademark attorney

If your search uncovers potential conflicts or if you feel unsure about your findings, employing a trademark attorney is a smart move. They can provide a more thorough search and offer expert guidance to ensure your product name is unique and legally defensible.

Step 5. Refine and finalize the product name

The refining and finalizing steps involve evaluating your top contenders based on the qualities of a good product name. Use the checklist below to ensure you choose a great name for your product:

Your product name should be simple

Don’t make it difficult for customers to talk about your product or to look it up on the internet. Aim for a simple product name that’s easy to spell, pronounce, and remember.

Your product name should be distinct

Competition will always be cutthroat no matter what industry you belong to. Pick a product name that will help you stand out from the crowded market. A unique name will grab people’s attention and will entice them to check your product out.

Your product name should contribute to your brand synergy

Brand synergy refers to aligning all elements (messaging, tonality, online presence) of a company to create a cohesive brand identity. Ensure your product name is consistent with your existing brand persona.

For example, Apple has a strong brand synergy thanks to their ecosystem of products and services that work seamlessly together. Apart from that, notice how they’ve named some of their devices similarly: iPhone, iPad, iMac. This establishes their brand recognition in the market and among consumers.

Your product name should resonate with customers

Pick a product name that evokes feelings and perceptions you’re aiming to get from your target market. Resonance influences a buyer’s purchasing decisions and recommendations.

Your product name should be long-lasting

Longevity ensures your product name stays relevant and effective over time. It also helps your product to stick in people’s minds.

Without longevity, you’ll have to change your product name frequently, which means constantly resetting your brand awareness efforts.

A long-lasting name allows you to build a strong, consistent identity that customers easily recognize and associate with your product. This leads to increased trust and loyalty over the years.

What are common mistakes to avoid when naming a product?

As you select your ideal product name, consider the most common mistakes companies make when naming a product. This will help you avoid rebranding and wasting marketing resources on the wrong name.

Don’t make these common product naming mistakes:

Ignoring international meanings and pronunciations

It’s possible that your product will reach a global audience, even if you initially plan to sell it locally.

A name that sounds perfectly fine or clever in your native language could have embarrassing, offensive, or negative connotations in another language or culture. This oversight can lead to failed marketing campaigns and drive away entire customer segments.

Before finalizing a name, research its meaning and pronunciation in your target market’s languages or in unexpected regions where your product might gain traction. A seemingly innocent word could translate to slang, a rude term, or something completely irrelevant in another part of the world.

Choosing a name that’s too generic

While it’s recommended to opt for a product name that simply describes what the product does, it still needs to stand out. Don’t pick a name that’s too generic.

For instance, calling a new cleaning spray “Household Surface Cleaner” tells people exactly what it is, but it doesn’t make it unique or memorable.

A generic name makes your product blend in with the competition. Opt for a strong product name that:

• Creates a distinct brand identity
• Builds brand recognition
• Cultivates a deeper connection with customers beyond the product’s function

Selecting a limiting product name

Sometimes, a product name is too specific to the initial product or service offered. For example, naming a company that sells only pet food “Pawsome Kibble” might seem fitting at first.

However, if the business later decides to expand into pet toys, grooming services, or other animal care products, the name “Pawsome Kibble” becomes restrictive and doesn’t accurately represent the broader offerings.

A narrow name can limit your brand and make it challenging to introduce new products or pivot your business direction without undergoing an entire rebranding process. Aim for a product name that gives your brand room to evolve and adapt to new market opportunities without becoming outdated or irrelevant.

Create a good product name that puts you on the map

Coming up with a product name requires intention and discernment. You’ll need to go through steps like understanding your product’s essence and brainstorming name ideas.

You’ll also need to gather customer feedback and consider the qualities of a good product name. All these deciding factors are necessary to help you create a great name that your product deserves.

Know what else your product deserves? A marketing strategy that will help it succeed in the market. Partner with Network Solutions and get our professional digital marketing services. We provide website design services, pay-per-click (PPC) advertising, directory listing services, and more.

Talk to our team of experts today!

Frequently asked questions