According to the naming and branding agency Igor, "The first step in name development is deciding what you want your new name to do for your marketing, branding, and advertising efforts. Making this decision allows you to narrow your name search to a certain category of name." Igor says there are four name categories:
Functional Names: The lowest common denominator of names, usually either named after a person, purely descriptive of what the company or product does, or a pre- or suffixed reference to functionality. (Infoseek, LookSmart)
Invented Names: "Invented" as in a made-up name (Acquient, Agilent, Alliant, Google) or a non-English name that is not widely known.
Experiential Names: A direct connection to something real, a part of direct human experience. Usually literal in nature, but presented with a touch of imagination. (Netscape, Palm Pilot)
Evocative Names: These names are designed to evoke the positioning of a company or product rather than the goods and services or the experience of those goods and services. Removed from direct experience, but relevant--evoking memories, stories, and many levels of association. (Virgin, Apple, Cracker Jack)
Igor says names are tested using nine categories to help eliminate subjectivity. The chart below ranks five names using the nine categories.
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