What are the coolest brand names

Find brand names: 4 steps to a creative name idea


Why is the brand name so important?

Quite simply - it is the name that customers inseparably associate with a product or service. Brands are used to differentiate goods and services from different companies, but they can do a lot more: Brand names convey an image, especially for consumers. In the best case, the brand name arouses positive associations, based on:

  • Emotions
  • experience
  • memories

Ultimately, there are many absolutely identical products and services on the market. The product names are the only distinguishing features.

A good example of this is the variety of products in the brewery. Even if many beer drinkers would claim that they could easily distinguish more than ten known types of beer in a blind tasting, expectations play an enormous role. Beer, in most cases, has the same three ingredients. The only distinguishing features are often the design of the packaging and the emotional connection to the product. If you remove the labels on the bottles, many will recognize the similarity of the beers.

Our purchase decisions often depend on non-product-relevant criteria - without our being aware of them. The key to a successful brand is therefore a clever choice of positive messages.


Step 1: define criteria

Every industry has its own rules for a successful brand name. Finding a name for a chocolate bar, a fashion label or a wood polish requires different strategies.

Tip: Allow yourself time for the creative process. A quick shot costs time and money at the latest in the event of an unsuccessful trademark application.

Take associations into account

In the family duel quiz show, the phrase “We asked 100 people ...” started each new round. If you want to find a brand name, this process is a useful strategy. Ask people in your area, ideally even within the desired target group, which ones positive properties connect them to the goods or the service. Write down the most frequently mentioned words and build on them. Sometimes this research is also exciting for further considerations.

Finding brand names with a vision

Sooner or later you will probably have to develop a logo, a web design or a full corporate design. So also ask which ones Colors and shapes Your test pool connects to the product.

Check competition

Are there any established brands in the target market? If so, then it's time to take a closer look at these brand names. Which brand names work well, which ones not, and what similarities can you see? Your goal should be neither to imitate the familiar nor to swim against the current.


Step 2: gather ideas

Amazon, Apple, Visa, Google and Verizon are all among the top 30 most valuable brands in the world (as of 2020). What else do they have in common? All names are concise due to their brevity or harmonic vowels.

How does a good brand name work?

To answer this question, we need to consider how our brain processes information. As a rule, we pay little attention to advertising (acoustic or visual). That is, the less complex the term, the less attention is required to store the information. Concise, melodic terms with lots of vocabulary are easier to remember than complicated consonant sequences with ambiguous spelling. Make it as easy as possible for your potential customers.

All-time popular variants include:

  • Proper names (Opel, Versace, Hipp, Ritter Sport)
  • Acronyms / case words (Hanuta, IKEA, Haribo, HAPAG, Swatch)
  • Terms from mythology and fairy tales (Little Red Riding Hood, Apollo, Nike)
  • Abbreviations (dm, BMW, SAP, H&M)
  • Terms from the animal and plant world (mango, eagle owl, pelican)
  • Terms from geography (North Sea, Jever, Hamburg-Mannheimer)
  • Borrowings from foreign languages ​​(Latin: Audi, Swedish: Lätta, Italian: Labello, Spanish: Sinalco)

If you choose a foreign-language word as your desired brand, you should make absolutely sure that the German translation of the word does not describe the product or service for which you want to protect the brand. example:Lätta is a brand name for margarine, but the German translation from Swedish is “light”.

Looking for inspiration

In principle, there are no limits to your imagination. Brand names are also experiencing trends that you can follow. If you are looking for something timeless then think beyond trends.

Many use mind maps for a first draft. In this way, you can organize the positive attributes on your list in a meaningful way and link them to one another.

Keep in mind what your goal should look like: The result of the brainstorming should be as many potential brand names as possible that will be put through their paces in the next steps. Don't just stiffen up on just one desired name. Be brave and experiment. You only make a selection in the next step.

Use generators and other tools

There are now many providers who support the creative process. They call themselves word generators or brand robots. Attention however with free providers. Chances are you're not the first person the “new” brand name was generated for. The word search services still offer advantages: You can use the generators as a source of inspiration for further considerations.

Lexicons, foreign word databases and synonym finders such as Thesaurus (English) or Openthesaurus (German) offer additional approaches.

Avoid mishaps

In our globally networked world, there are hardly any purely national brands left. Think big and therefore use translation software to check whether the desired names have negative or vulgar meanings in other languages. There are entire lists of embarrassing brand names on the Internet that have been registered by international companies and have disregarded this rule. In order not to experience another brand failure, this quick check is worthwhile in the long term.


Step 3: Make your selection and test it

After the brainstorming and gathering of ideas comes the first selection process. With this guide, you can systematically shrink your list step by step. In the end it should maximum three Ideas remain.

Work out favorites

  1. Swipe first descriptive Brand names from the list, because the trademark law is clear: The new brand name must not allow any conclusions to be drawn about the type, quality or geographical origin of the product (§ 8 Trademark Law). There is an exception for protected indications of origin (GU) such as B. Sylvias Nuremberg gingerbreadwhen the gingerbread is produced in Nuremberg. If you ignore these requirements, the German Trademark and Patent Office (DPMA) will reject your trademark application and the search will start over.
  2. Pay attention to your pre-selection phonetic uniqueness. At best, consumers will remember your brand and search online. If the searcher needs several attempts to guess the spelling, you will lose most of the prospects.
  3. To long and complex You should also delete new names or - if possible - shorten them. Tip: You can also have slogans protected as word marks.
  4. Suggestions that are the competition or other well-known brands too strongly resembleshould also be removed from the list beforehand.

After the first rough sifting, you can now look at the other favorites again with fresh eyes.

Pay attention to subliminal psychology

What message does a sequence of sounds or words convey? Basic knowledge from language teaching can be helpful here. The sound i at the end of a word sounds cute in almost every language, an o looks big and important. There is a similar logic in the theory of colors. Which provider is more environmentally friendly: Grünwelt or Yello electricity? Make use of this simple psychology for yourself too.

Test your memory skills

Concise and memorable - this is how your brand should be. At this point, you've narrowed your choices down to brand names that are all potentially eligible. The central question now is: does the brand name stick in the mind?

Survey tools like Crowdsignal offer the possibility to present surveys to the masses. Alternatively, you can create your own surveys using Doodle or Typeform and send them to selected addressees. With the help of other survey platforms, you even have the option of designing a simple but multi-step experiment. A test could look like this:

Favorite selection

Make a random list of the remaining ideas. First, ask which brand name the participants like best. Make a note of the results in a table.

Mental palate cleanser

Reset short-term memory by asking participants a word puzzle that has nothing to do with your brand. This should take a few minutes. Aim of the exercise: The participant has forgotten everything that was stored in the short-term memory. In the next step you want to test the memory in the long-term memory of the participants.

Memory test

Create a memory test in which the participants can freely enter which names they remember. Record the results in a second table.

Evaluation of the test

You can now weight the result from the memory test with the first result from the favorite selection. Decide how strong the weighting of the favorite choice should be compared to the result from the memory test. It is up to you whether you multiply or sum the result.

Tip: Such tests put your ideas at risk of being stolen or copied. Your designs are not protected against trademark registration. Instead, if you want to minimize this risk, seek help from friends and family. Of course, such a test is not absolutely necessary, but it provides valuable information for success with the consumer.

Now, choose the top 3 brand names that you will review in step 4.


Step 4: Check the availability of the brand name

Even the best idea is of little use to you if someone else had it beforehand. Therefore, please do not decide on a brand name immediately. Before making a final choice, you should make sure that trademark registration is even possible. After all, it's about free Find brand names.

Check trademark register

In order to find out whether the preselection of brand names is still available, you need to do a specific brand research. A well-founded trademark research also includes checking similar trademarks, which a layperson cannot easily do. The examination becomes more complex if you want to have an EU trade mark protected throughout the EU.

Why is researching existing trademarks so important? The trademark offices do not check whether trademarks that have already been registered collide with yours. If you violate the rights of third parties, there is either an objection to the trademark registration with subsequent deletion (within the first three months after registration) or an action for injunctive relief and damages at a later point in time.

Research domain availability

Your customers should find your products quickly and easily. That is why securing a suitable domain is a sensible step. A top-level domain should be available for the brand name: .de, .com or .eu are the usual domain endings used by German companies. The domain also plays a key role in your search engine optimization.

Do not miss similar Secure domains. On the one hand, you can immediately forward users who make typing errors to your domain. On the other hand, you prevent other website operators from acquiring domains of the same type (Typosquatting) and compete with you. Important: The trademark protection cannot be automatically extended to a domain if, for example, B. could only be registered for a word / figurative mark because the brand name itself was too descriptive. Alternatively, a License plate protection for a domain if you use the name as a company name or business name and it is not descriptive (i.e. could theoretically be protected as a word mark).


Prepare trademark application

Trademark protection begins one day after registration. The last step on the way to your trademark is of course the registration with the trademark office. To do this, you need to select the brand type and brand classes. Use this compact guide to register your dream brand.


The information published on our site is all written and checked by experts with the greatest care. However, we cannot guarantee the correctness, as laws and regulations are subject to constant change. Therefore, always consult a technical expert in a specific case - we will be happy to put you in touch.

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