brand glossary: descriptive names

Uses the most evident words or terms needed to describe a product, service or brand. Descriptive names often use terms that are widely used in the industry, or call out a specific attribute about the product or service. While descriptive names typically use real words, some can contain coined terms and acronyms that have become standard and are easily understood. Often, descriptive terms are used to name products and services that sit beneath a hero brand–and can include features or a suite of products and services that in combination make up the offer. Descriptive names are usually difficult to trademark because the terms are so widely used, and so while not legally protected, they also can’t easily be legally challenged.

Resources: 10 Most Common Naming Mistakes

See also: Suggestive Names, Abstract Names, Coined Names, Composite Names, Real Word Names, Alphanumeric Names, Acronyms