Business name! Checklist for naming from 0222 Digital Agency in Kiev, Vinnitsa, Odessa, Dnipro and Lvov, Ukraine Development Company: AI, Blockchain, IoT

The naming classes and the marketing department in the creation of marketing names allow you to look at existing brands from a completely new angle, take a critical look at existing names and, most importantly, develop creativity.

Naming is an area that, due to its young age, has not yet received a lot of scientific research, so it is often necessary to refer to materials prepared by marketing, advertising agencies for naming. 0222 Digital Agency in Kiev, Vinnitsa, Odessa, Dnipro and Lvov, Ukraine often develops special catalogs of marketing strategies to help create a good name.

Good name recipe

In an era of growing competition and frequent brand wars, companies do their best to stand out. The desire to be unique appears already at the first stage associated with self-determination, that is, the process of naming oneself. The power of the word, known for millennia, is confirmed by examples from various fields - suffice it to mention a few: spells, performatives, advertising slogans. The right name - and therefore a good marketing name - is important, not negotiable. The answer to the question of the existence of a recipe for a good name is no longer so unambiguous. The situation when there is no definite answer does not prevent the emergence of recipes for an ideal name. Most often, their authors are the naming agency 0222 Digital Agency - Rivne, Chernivtsi, Uzhgorod, Lutsk, Ternopil, Khmelnitsky, Zhitomir, Chernigov Kharkov, Cherkassy, ​​Krivoy Rog, Zaporozhye. According to 0222 Digital Agency, the name should be:

• simple - without unnecessary complications - easier to remember;
• evoke positive associations - allows you to establish emotional contact with the client based on good impressions;
• original - allowing you to stand out against the background of competitors and, therefore, built on opposition, and not by analogy (for example, characteristic suffixes);
• safe - not violating the property rights of others;
• convincing - adapted to the company's strategy and the reach of the target group.

Let's take a look at an example already in the market for names that at least partially meet these requirements. It will be: LEGO.

The Linguistic and Psychological Structure of the LEGO Name - Review from 0222 Digital Agency

A compelling message, while incomprehensible to a non-Danish recipient, does not raise any questions or doubts: the owners of a Danish toy company want to encourage their customers to have fun together. Such an attempt to get the customer to play is a guessing game that they already suggest in the title itself.

Name form (stem) The name is an abbreviation of two Danish words: Leg godt ("Have fun"). Thus, “play” becomes an important element. This is the main and typical activity of childhood, when it is of great educational and educational value, contributes to the physical and mental development of the child and satisfies his need for movement and action. Adults play mainly for recreational purposes. It is worth noting that in Latin “Lego” means “I collected”. However, company officials say this is just a coincidence.

Possible reasons for failure

Thanks to the advice of researchers, an almost recipe for success was created. And not amateur, but prepared by specialists in this field - employees of a naming agency who know the practice of naming. Nevertheless, there are also such unintended comic effects, such as: Rolls-Royce model - Silver Mist (shortly before the premiere in Germany, the owners of the brand found out that from English this "fog", in German means "Dung"), one of the products Ford - Caliente (Spanish for "Hot", in many Spanish-speaking countries this is a slang meaning: "street girl"). For the purposes of this paragraph of the article of the advertising agency 0222 Digital Agency (Kiev, Dnipro, Odessa, Lvov, Vinnitsa, Ukraine), we will take a closer look at the name OSRAM.

Linguistic and psychological structure of the name OSRAM - review from 0222 Digital Agency

The idea of ​​expressing the company's activities in the name (including the building material used in production) did not work on Polish soil, where the word had a definitely negative connotation. As a result, riddles began to spread about the company's products: "What is it - it hangs from the ceiling and scares?" The name of the lamp factory was created by combining fragments derived from the names of two elements: osmium and tungsten, which are used to make light bulbs. In Polish, the word "osram" is already used, which is a first person singular verb announcing the performance of a certain physiological activity.

Logos, which are a graphic image of a company, affect not only the content, that is, the semantics of the name, but also the shape - the font, location or colors can cause even an empty name (initially meaningless) to evoke emotions or associations.