Names contain the story of a product, a brand or a service; it can determine its fate or compromise its success. When launching a new product or service, the moment of choosing a name is a significant for you, and is both exciting and creative, but it is not without its pitfalls. For this reason, product naming is an increasingly fundamental part of the branding.
Instead we should ask ourselves whether the name in question meets the objectives of the project and whether it appeals to the target market. Therefore, there are two fundamental questions: “what do I want to say?” and “who am I targeting?”, not necessarily in this order.
The name is a communication tool: it sends a message.
First and foremost, it must be effective for the recipients, i.e. for the target market.