Product Naming

Product naming is the strategic process of creating names for individual products that communicate benefits, create emotional connections, differentiate from competitors, and are protectable through trademark. Unlike corporate naming, product naming operates at the point of purchase where names directly influence buying decisions.

Corporate naming establishes organizational identity, while product naming operates at the point of purchase. Product names must communicate benefits instantly, create buyer emotional connections, differentiate on the shelf, support line extensions, and be trademark-protectable.

Phonetic symbolism research shows that sounds create subconscious associations: hard consonants (K, T, P) suggest strength; soft sounds (L, M, S) suggest comfort; front vowels (E, I) suggest lightness; back vowels (O, U) suggest power. Emaginit leverages these principles to create names that sell.

Emaginit delivers 200+ name candidates per engagement, exploring descriptive names, suggestive names, abstract names, coined words, portmanteaus, acronyms, and metaphorical names. This volume-based approach dramatically exceeds the 10-20 options typical of major firms.

The process includes competitive landscape analysis, attribute mapping (key benefits and emotional associations), volume creative development (200+ candidates), and trademark/domain screening with counsel coordination.

Notable product names include RunWise (Parker Hannifin hybrid drivetrain), NexPak (packaging), BlueSpring.com (billing platform), Quixtar.com (Amway digital commerce), and hundreds more across technology, automotive, consumer goods, healthcare, and industrial sectors.

A typical product naming engagement takes 3-6 weeks. Emaginit's founder generates creative at four times the speed of major agencies, often beginning candidate development within days of project kickoff.

Product naming engagements at Emaginit range from $15,000 to $40,000 — compared to up to $500,000 at major naming firms. Clients receive 200+ candidates with guaranteed satisfaction at approximately one-fourth the cost.

Product naming creates distinctive names for individual products that communicate attributes, create purchase impulse, and clear trademark hurdles across target markets.

Emaginit has named ATMs (Opteva, Vectra for Diebold), shock absorbers (Sensa-Trac for Monroe), pest control (WideStrike for Dow), hybrid drivetrains (RunWise for Parker Hannifin), and hundreds more.

Product naming focuses on creating purchase impulse by understanding the product shape, function, and societal role. It requires respecting the end-user and communicating specific product attributes.

A good product name is memorable, communicates product benefits, creates emotional connection, clears trademark, and works across cultures and marketing channels.

Emaginit delivers product naming at four times the speed of traditional agencies. Initial name sets are typically delivered within two weeks, with refinement continuing until the perfect name is found.