{"id":4584,"date":"2014-09-30T20:09:16","date_gmt":"2014-09-30T17:09:16","guid":{"rendered":"https:\/\/goodjob.com.tr\/finding-the-right-brand-name\/"},"modified":"2026-08-07T14:30:02","modified_gmt":"2026-08-07T11:30:02","slug":"finding-the-right-brand-name","status":"publish","type":"post","link":"https:\/\/goodjob.com.tr\/en\/finding-the-right-brand-name\/","title":{"rendered":"Finding the Right Brand Name"},"content":{"rendered":"<p>A brand name should be described not as &#8220;good&#8221; or &#8220;bad,&#8221; but as &#8220;right&#8221; or &#8220;wrong.&#8221; Because a brand name is a company&#8217;s most important item of investment, and it is very important that this investment is made correctly. Just as the CNC machine bought for factory production is chosen through technical analysis and evaluation, a brand name should be created just as technically. Creativity matters, of course, but creativity that does not meet the technical conditions is just &#8220;fantasy.&#8221;<\/p>\n<p>When setting a right brand name, rather than first trying to come up with the name, you should do the work by following the processes on <a href=\"https:\/\/goodjob.com.tr\/en\/services\/brand-building\/brand-name\/\">this page<\/a>. Below, we explain some right and wrong brand names along with their reasons.<\/p>\n<p><div id=\"attachment_624\" style=\"width: 286px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/goodjob.com.tr\/en\/services\/brand-building\/brand-name\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" aria-describedby=\"caption-attachment-624\" class=\"lazyload wp-image-624\" src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/resim_2021-03-04_231106.png\" data-orig-src=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/resim_2021-03-04_231106.png\" alt=\"How Goodjob creates the right brand name\" width=\"276\" height=\"58\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27276%27%20height%3D%2758%27%20viewBox%3D%270%200%20276%2058%27%3E%3Crect%20width%3D%27276%27%20height%3D%2758%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/resim_2021-03-04_231106-200x42.png 200w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/resim_2021-03-04_231106-300x63.png 300w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/resim_2021-03-04_231106-400x84.png 400w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/resim_2021-03-04_231106-600x126.png 600w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/resim_2021-03-04_231106-768x161.png 768w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/resim_2021-03-04_231106-800x168.png 800w, https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/resim_2021-03-04_231106.png 1024w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 276px) 100vw, 276px\" \/><\/a><p id=\"caption-attachment-624\" class=\"wp-caption-text\">How do we do it? Click to learn.<\/p><\/div><br \/>\n<strong>How a Right Brand Name Should Be:<\/strong><br \/>\nThe features a right brand name should have are as follows.<\/p>\n<ul>\n<li>Names the target audience can read and grasp. If you want to reach a 60-year-old or a child, your name should be readable from a distance and with ease.<\/li>\n<li>It should suit the surface it will be applied to. If you have a tall, vertical package, choosing a long name can be a problem.<\/li>\n<li>It should not be confused with other brands. Especially when the beginning of the name is the same as another&#8217;s, it creates big problems for standing apart. Today, entering the dairy market with a name that starts with &#8220;Milk\u2026&#8221; is not wise.<\/li>\n<li>It should express its strategy. A brand should carry a promise, and if the name feeds off that promise, it has made a strong start.<\/li>\n<li>It should avoid taking on wrong meanings in target markets. Some words can carry a negative meaning in certain languages, or fall into an unfortunate association \u2014 it could be a murderer&#8217;s surname, or slang for a curse. The internet is full of such examples; there is no need to add a new one.<\/li>\n<li>It should suit the brand personality. If we have built a more masculine brand, the name should be made not of soft letters like o, s, and y but of hard dental and labial consonants \u2014 letters like T, K, and Z. A children&#8217;s product, on the other hand, should be made of the letters children use most in their own speech.<\/li>\n<\/ul>\n<p><strong>Examples of Right Brand Names:<\/strong><\/p>\n<ul>\n<li>Booking.com: The name expresses the brand&#8217;s promise perfectly, with no need for an extra slogan; it spread across the market and both grew the category and took considerable share from long-established rivals.<\/li>\n<li>Nespresso: a name that draws on the very nature of coffee and evokes espresso itself \u2014 a perfect fit for the product.<\/li>\n<li>Chobani: a name well suited to the promise of a brand that puts traditional, authentic flavors front and center.<\/li>\n<\/ul>\n<p><strong>Examples of Wrong Brand Names:<\/strong><\/p>\n<ul>\n<li>Copying the leader&#8217;s opening: on a food-delivery app where dozens of brands already begin with &#8220;Burger,&#8221; naming the next one &#8220;Burger-something&#8221; too is a mistake \u2014 it simply drowns in the list. The one exception is the category leader that owns the word, like Burger King.<\/li>\n<li>Legally fragile or offensive names: names that lean on a legal loophole, or that turn out to be a slur or a crude term in another language, are wrong choices \u2014 they invite trouble down the line.<\/li>\n<li>Over-narrow, over-ethnic names: a name so tightly bound to a single ethnic or national identity that it cannot travel beyond it will limit the brand&#8217;s room to grow.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>A brand name should be described not as &#8220;good&#8221; or &#8220;bad,&#8221; but as &#8220;right&#8221; or &#8220;wrong.&#8221; Because a brand name is a company&#8217;s most important item of investment, and it is very important that this [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4585,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[106],"tags":[],"class_list":["post-4584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-name"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Finding the Right Brand Name - Goodjob Brand Consulting<\/title>\n<meta name=\"description\" content=\"A brand name is right or wrong, not good or bad. The qualities of a strong brand name, with clear examples of what works and what does not.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/goodjob.com.tr\/en\/finding-the-right-brand-name\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Finding the Right Brand Name\" \/>\n<meta property=\"og:description\" content=\"A brand name is right or wrong, not good or bad. The qualities of a strong brand name, with clear examples of what works and what does not.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/goodjob.com.tr\/en\/finding-the-right-brand-name\/\" \/>\n<meta property=\"og:site_name\" content=\"Goodjob Brand Consulting\" \/>\n<meta property=\"article:published_time\" content=\"2014-09-30T17:09:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-07T11:30:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/goodjob.com.tr\/wp-content\/uploads\/2021\/03\/resim_2021-03-04_230940.png\" \/>\n\t<meta property=\"og:image:width\" content=\"740\" \/>\n\t<meta property=\"og:image:height\" content=\"370\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"goodjob\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"goodjob\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/finding-the-right-brand-name\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/finding-the-right-brand-name\\\/\"},\"author\":{\"name\":\"goodjob\",\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/#\\\/schema\\\/person\\\/69bb0acaf8ecae28ece1db572be076a3\"},\"headline\":\"Finding the Right Brand Name\",\"datePublished\":\"2014-09-30T17:09:16+00:00\",\"dateModified\":\"2026-08-07T11:30:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/finding-the-right-brand-name\\\/\"},\"wordCount\":593,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/finding-the-right-brand-name\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/goodjob.com.tr\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/resim_2021-03-04_230940.png\",\"articleSection\":[\"Brand Name\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/finding-the-right-brand-name\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/finding-the-right-brand-name\\\/\",\"url\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/finding-the-right-brand-name\\\/\",\"name\":\"Finding the Right Brand Name - Goodjob Brand Consulting\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/finding-the-right-brand-name\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/goodjob.com.tr\\\/en\\\/finding-the-right-brand-name\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/goodjob.com.tr\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/resim_2021-03-04_230940.png\",\"datePublished\":\"2014-09-30T17:09:16+00:00\",\"dateModified\":\"2026-08-07T11:30:02+00:00\",\"description\":\"A brand name is right or wrong, not good or bad. 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