What does a naming system offer? What are the different types? And what needs to be considered during development?
From individual names to a structured naming system
Whether it's shampoo, software, or screws—when a brand grows, so does its product range. This expansion brings the challenge of naming products in a way that remains clear, logical, and aligned with the brand identity. A well-structured naming system helps customers navigate offerings without confusion and ensures that the brand remains recognizable. But how do you create such a system?
The benefits of a structured naming system
If you have only one product, you don’t need a system. However, with a growing portfolio, naming can quickly become inconsistent—a mix of fantasy names, numeric codes, and descriptive terms. This lack of structure leads to confusion and wasted branding potential.
A well-thought-out naming system provides clarity, strengthens brand loyalty, and simplifies the integration of new products. It should be clear yet flexible enough to expand over time.
Types of naming systems
- Master brand structure – A unifying brand umbrella, e.g., Nivea Men, Nivea Soft, Nivea Q10.
Pros: Strong brand association. Cons: Can become complex. - Family structure – A recognizable naming component across products, e.g., iPhone, iPad, iMac.
Pros: High brand recognition. Cons: Requires careful development and protection. - Alphanumeric system – Names based on numbers and letter combinations, e.g., Audi’s A and Q series.
Pros: Functional and scalable. Cons: Can feel impersonal. - Linguistic themes – Names derived from specific languages, e.g., Mazda’s Homura, Kazari, Kizuna.
Pros: Unique and brand-specific. Cons: May require explanation in different markets. - Concept-based themes – Names built around a theme, e.g. using astronomical references as with ID Mercury and COM Tauri by German government security provider Governikus.
Pros: Creates strong storytelling. Cons: Requires consistent execution.
How to develop a naming system
- Define brand and product strategy – How prominent should the master brand be? Who is the target audience? How many product categories will exist?
- Establish system logic and tone – Should it be functional or emotional? Are there linguistic, typological, or legal constraints?
- Plan for the future – Can the naming system grow? Will it accommodate new product lines? Is there flexibility for future developments?
- Test the system – Create initial names, check if employees and customers understand the logic, and assess scalability.
A strong naming system creates clarity
A poorly structured system causes confusion, while a well-planned one provides coherence. A naming system is more than just a collection of names—it’s a strategic tool that differentiates products while maintaining a unified identity. Setting up a clear framework early saves time and money down the road and ensures that customers, stakeholders, and sales teams stay aligned.
Want to refine or develop your naming system? Let’s discuss your options.
