By scoring each name against the criteria for brand name effectiveness, an objective method for judging each option can be employed. Each name can be scored in terms of how well it matches each of the criteria and, by aggregating each name’s score, a value order will result. The more sophisticated marketer can weight each of the criteria in terms of importance, and arrive at a rank order on the basis the highest aggregated weighted score. Whatever numerical assessment procedure is employed, it should be developed only on the basis of an agreed internal consensus and after discussions with key decision makers. Not only does this enhance commitment to the finally selected brand name, but it also draws on the relevant experience of many executives
By following this schema, the marketer is able to select a name, which should satisfy the company’s ambitions for long-term profitable brand growth. This process should also result in a name, which is well able not only to defend a sustainable position against competitive forces, but also to communicate added values to consumers effectively. For example, the international courier services ‘TNT Overnite’ and the pesticide ‘Kill’.
