Naming (from the English “naming”) is a complex, multi-stage process involving the development of unique and memorable trademarks, business names, project titles, or website names.

When developing a trademark, NEVA-PATENT specialists conduct an in-depth market analysis, take into account consumer perception of the name, calculate the company’s future development strategies, and study the competitive environment.

The main criteria for a successful name include:

• Registrability
• Uniqueness
• Originality of the idea
• Possibility of correct transliteration into other languages
• Scalability of use, including for marking other goods or services
• Associativity
• “Engagement” — the ability to encourage the consumer to purchase the product or service
• Memorability
• Originality
• Relevance
• Absence of negative associations (euphony)
• Potential for polysemy (multiple meanings)
• Positive evaluation from the perspective of phonosemantics (the study of symbolic perception of sounds)
• Availability of a free domain name
• Prospects for future use

When developing a trademark, NEVA-PATENT specialists take each of these criteria into account.