brand glossary: real word names

Often the most desired of naming approaches, real word naming covers the gamut of constructs–used for descriptive names, suggestive or evocative names, and even abstract names. It is the literal use of an existing word to name a product, service or brand. While understandably a desirable approach, it’s important to keep in mind, however, that a real word is only so in the language where the brand originates or does the majority of its trading. In a global economy, as brands cross borders, they can become abstract names in other countries and regions because the word doesn’t exists in that language. An ideal real word name is one that’s broadly understood across cultures, and these are, of course, difficult to find and trademark. Some examples of real word names in English include (Microsoft) Bing, Ally Financial, Android, Bank of America and Kindle.

Resources: 10 Most Common Naming Mistakes

See also: Descriptive Names, Suggestive Names, Abstract Names, Coined Names, Composite Names, Alphanumeric Names