3 brand naming books compared

How these brand naming books differ

Brand Naming is the only selection devoted completely to creating and evaluating names. Notes from the Brand Stand provides the emotional and strategic foundation a name should express. Hidden Code of Branding explores a neighbouring naming challenge: turning identity into a memorable personality through a mascot and character system.

This makes the comparison useful across three stages. First define what the brand should mean, then develop and screen a name, and finally build distinctive characters and assets around the chosen identity. Readers who need a naming manual should start with Rob Meyerson; the other two books broaden the strategic and expressive context.

What makes a strong brand name?

• Strategic fit: the name should support the intended position without attempting to explain everything.
• Distinctiveness: it should stand apart from the language and naming patterns of competitors.
• Memorability: sound, rhythm, spelling and imagery should make recall easier.
• Pronounceability: priority audiences should be able to say and share it with reasonable confidence.
• Elasticity: the name should leave room for new products, markets and interpretations.
• Availability: trademark, linguistic, domain and social-handle checks must occur before commitment.

Where does the word “name” come from?

The English word name comes from Old English nama, related to a wider family of ancient Indo-European words for identifying or designating a person or thing. A name is one of language’s oldest tools for separating one entity from another.

In branding, a name does more than identify. Repetition, sound, experience and communication gradually fill it with associations. A newly invented word may begin without meaning, while an ordinary dictionary word can acquire a highly specific commercial identity.

A famous historical example: Kodak

George Eastman created the name Kodak in the late nineteenth century. He favoured the letter K and wanted a short, distinctive word that was easy to pronounce, difficult to misspell and unlike existing names. The invented word did not describe photography directly; products, advertising and customer experience gave it meaning.

The enduring lesson is that a strong name need not explain the whole offer. Distinctiveness, usability and legal ownability can be more valuable than literal description, especially when the business is prepared to build associations consistently over time.

Words related to brand naming

• Nomenclature: a structured system of names within a company or category.
• Descriptive name: a name directly indicating what an offer does.
• Suggestive name: a name hinting at a benefit or idea without stating it literally.
• Invented name: a newly constructed word created for distinctive use.
• Compound name: a name formed by combining existing words or word parts.
• Sound symbolism: associations produced by particular speech sounds.
• Semantics: the meanings and associations carried by language.
• Trademark: a sign capable of distinguishing commercial origin and receiving legal protection.
• Domain name: the address used to locate a brand or service online.

A closer look at each book

Hidden Code of Branding

P. Sharma focuses on mascots rather than the naming process itself. Its value in this group lies in showing how a named character, personality and visual presence can become a memorable brand asset.

Choose it after the central strategy is clear and the business wants a recognisable character capable of carrying voice, emotion and continuity across digital channels.

Notes from the Brand Stand

Warren Kornblum examines purpose, emotional connection and the fight for consumer attention. It helps leaders define the beliefs and personality that should guide a name, even though it is not a step-by-step naming workbook.

Choose it when the organisation needs to clarify what it wants people to feel and trust before evaluating creative name candidates.

Brand Naming

Rob Meyerson provides the most complete specialist process in this comparison. The book connects naming strategy and creative generation with research, screening, selection and implementation.

Choose it when you are actively naming a company, product or service and need a disciplined method rather than a list of brainstormed suggestions.

Recommendation by reader

Founder naming a company: choose Brand Naming.

Brand leader clarifying emotional meaning: choose Notes from the Brand Stand.

Marketer creating a mascot or brand character: choose Hidden Code of Branding.

Agency running a complete naming project: use Brand Naming as the process guide and the other two as strategic and expressive context.