FAQ

What is the right name?

The right name is a name that has all the requirements to become a strong brand, in other words one that meets precise linguistic, marketing and legal criteria which make it extremely effective and defensible:

• linguistic criteria: readability, pronounceability, exportability, cultural relevance, no negative emotions or associations evoked

• marketing criteria: consistency with the positioning, the corporate culture, the reference sector, the target group

• legal criteria: newness, distinctiveness, non-generic nature, lawfulness.

If the name is to become a truly global brand, it must also work in every local market. 

How do you go from name to brand?

In strictly technical terms, it is sufficient to register the name in one or more trademark registers (national, EU or international). But a name registered as a trademark, without due research and without having followed a due process, is still liable to opposition by existing trademarks and subject to cancellation.

How long does it take to get a new name?

It depends on the project. However, one thing is certain: creating a new name that is destined to become a strong brand requires time for creation, research and verification.

How much does the right name cost?

It depends on several factors, but it ranges from a few thousand to several tens of thousands of euros. Beware of those who offer a new name for a few hundred euros, perhaps after filling in a simple questionnaire. Ask yourself what you are really buying. One name? A limited list of names? And are the suggested names free? Is the corresponding web domain available? And, again, what if none of those received work for you?

A serious naming service answers all these questions in advance and helps the customer from the beginning of the process, up to identifying the right name.

Is the right name just a cost?

The right name has a value that grows over time and therefore it is not correct to simply speak of the cost, but rather of the investment.

I am creative person, my company is creative. Can I do it by myself?

Finding the right name is not just a matter of creativity, quite the opposite. Creativity alone can certainly generate beautiful names, but not the right ones. If you do not possess it personally, moreover, creativity is quite easy to find (or rather copy) by surfing the web, even at low prices. What is much more difficult to find is the know-how, the experience and the ability to find the right name that not only works, lasts and grows in value over time, but can be registered as a trademark and defended as intellectual property.

Can the naming service be provided remotely?

Of course, technology helps us to reduce distances, but it is fundamental that we at Nomen Italia should get to know the people, the project, the company, its expectations, its way of operating in the market, through several physical meetings or using video calls. We have been doing this job day in and day out for more than 30 years, meeting companies and professionals of all kinds, each one different from the other.

We are a small company/start-up, we don't have the budget of multinational corporations. What can you do for us?

The search process can be streamlined  and the costs can be contained, but the fundamental steps that characterise a naming search process cannot be ignored. If crucial work steps are eliminated, the risks of failure are too high.

We need to find a name for a new company. Certainly, it is not like naming a mass market product. What type of approach do you suggest?

Creating the right name always requires a precise process and method, whether you are looking to use it for a company or a product. And the process of identifying the right name is based on a series of general and specific parameters defined by the customer with our support.