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The name of a brand is the keystone of its success. It is capable of attracting or alienating the target audience. A "strong" name increases brand value, attracts attention and consolidates its presence among competitors.
The name of a brand must be easy to read, easy to say but especially easy to remember. A name should be descriptive and certainly comprehensive either describing what the company does or the experience it offers or may be inspired by the name of the founder of the business, expressing its origin. But it may also be a word unrelated to the brand concept, a word that has been specially created for the brand.
The naming service requires inspiration, creativity and very good use of language. It is a complex process that needs special attention and research on the availability of each proposal as well as a justification of each word selection.