Product naming is the process of coming up with compelling, unique names for your new products. Qualtrics recommends using qualitative research to test product names and values of your prospective customers
You’ve spent weeks, months, or even years perfecting the ideal product. But how do you ensure that it’s successful in the market? One of the most important items is crafting a compelling name. Great product names offer several key advantages including:
- Simplifies product sales
- Promotes your product
- Increases brand awareness
Product Name BrainstormingThe first step to conducting a product naming study is coming up with a list of great names. There are several naming tactics you can use to get started.
Avoiding Common Naming PitfallsWhat you think is a great name might actually be a flop, and there are several naming pitfalls to be wary of. Your final name candidates should pass the following tests:
- Easy to Remember. Your product name shouldn’t be overly complex. You want your consumers to be able to easily recall what your product is.
- Memorable. Gaining mindshare is a major challenge. A memorable product name will help you break through the noise.
- Positive Associations. Positive associations are important. Early on, retail giant Amazon went by a different name, Cadabra. When Jeff Bezos’s lawyer pointed out that you could easily mis-hear “cadaver,” Bezos changed the name to Amazon.
- Easy to Pronounce. If a name is hard to pronounce, there’s a strong likelihood of consumers rejecting the product altogether and going with alternatives. Pronunciation can also have global impacts. For example, Lever Brothers rebranded cleaning brand Jif to Cif purely due to the fact that the ‘c’ is easier to pronounce in other languages. This move also simplified marketing and production efforts globally.
- Easy to Understand. Product names that are easily understood are more likely to entice consumers to purchase.
- International Audiences. If you are an international company, you should think about how a name will resonate with different audiences. In the 1960’s Chevrolet didn’t consider that the name for one of its vehicles, the Nova, literally translated into “doesn’t go” in Spanish.