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Guidelines for Selecting a Trade Name
By Rod A. Covey, President

A trade name is a name by which buyers ask for or specify the product. The soundest approach in naming a product is to set up a number of desirable features such as quiet operation, space savings, and high performance as goals to shoot for. Then develop a list of possible names and select the name with the most desirable qualities.

Here are seven other guidelines for selecting a trade name:

Appropriateness - name should be appropriate to the kind of product.

Distinctiveness – name should not resemble names of competitors.

Ease of pronunciation – name should leave no question in the buyer’s mind as to the correct pronunciation.

Memory value – name needs to be easy for the buyer to remember.

Coined-word names – formed from words coined by the advertiser—Kodak. Some result from joining two or more words—Bodysheen. Another source is a contraction or abbreviation of letters—Alcoa Aluminum Company of America.

Numbers and letters – names made up from numbers and letters—3-in-1, Seven-Up.

Symbolic names – name composed of words chosen for symbolism—Diamond, Anchor, Star.

Rod A. Covey is president of Covey-Odell Advertising, Ltd., a North Canton based advertising, marketing and public relations firm with 40-plus years’ experience.

For more information, contact Covey-Odell Advertising, Ltd., 330 Schneider St. SE, North Canton, OH 44720; 330-499-3441.