Explore how different name types signal meaning, distinctiveness, and legal risk. Learn when to prefer descriptive, suggestive, or coined routes for scale.
Which name type directly states the category or function, making meaning immediately clear but often harder to trademark?
evocative
arbitrary
descriptive
acronymic
Which name type hints at a benefit or idea rather than stating the category outright?
toponymic
generic
suggestive
alphanumeric
Fanciful or coined names (e.g., invented words) are typically prized because they are ______.
always easier to pronounce in every language
always cheaper to advertise
highly distinctive and protectable across markets
guaranteed to rank first in search
Before shortlisting names, global screening should first rule out ______ in key languages and markets.
palindromes
three-syllable patterns
double consonants
negative or confusing meanings
A common radio or elevator test asks if a name can be clearly understood after ______.
one simple verbal mention
a comparative ad
five printed exposures
a full 30-second demo
In a portfolio, endorsed-brand naming typically shows the product name first with a ______ signpost afterwards.
hidden competitor suffix
visible parent endorsement
geographic disclaimer
random serial number
When entering a crowded category, which route most reduces collision with competitors’ marks?
pure descriptive naming
generic naming
geographic naming
coined or arbitrary naming
If a name must ladder to multiple future categories, strategists often favor ______ routes.
SKU-coded
overly technical
evocative or coined
hyper-local
For regulated sectors, which due-diligence step is non‑negotiable before filing trademarks?
buying exact‑match domains first
crowdsourcing logo sketches
comprehensive clearance with legal counsel
A/B testing only on social media
Which score best indicates that a candidate name will help build distinctive memory structure?
lowest typeface width
high uniqueness and easy recall in blind tests
longest available domain
highest number of syllables
Starter
Build foundations and revisit key definitions.
Solid
Strong grasp—polish nuance and edge cases.
Expert!
Excellent—ready to apply at portfolio scale.
Naming Frameworks: Descriptive to Evocative Interview Questions help you explain how to choose names that clearly describe your product and then evolve into emotionally resonant brands. Start your prep with our Brand Strategy & Architecture interview question guide to see common naming frameworks in action. Then test your skills with the Endorsed Brands: When and Why practice questions, refine your messaging in the Choosing a Brand Promise Customers Remember quiz, and explore theoretical foundations through the Brand Equity Models: Keller vs Aaker scenarios. Working through these resources will give you real-world examples and confidence to discuss naming strategies clearly in your next brand interview.
