8 naming strategies

Choosing a name for a new product is hard. I think it’s hard because it is both a rare and deceptively simple problem. But I am interested in naming, so I took a stab at it over the weekend. I started with analyzing the origin and decomposition of the names of the top 100 apps on the App Store. I ended up with a list of 8 naming strategies.

1. Mashups

Mashups merges two words into one. There are two main types:

1.1 Compound Names (Fusion)

• Facebook (Face + Book), Snapchat (Snap + Chat), Airbnb (Air + BnB)

1.2 Portmanteaus (Blending)

• Expedia (Exploration + Speed), Pinterest (Pin + Interest)

2. Play on words

Play on words are creatively spelled terms that describe the company's product, service, or value.

• Tiktok: Play on the ticking sound of a clock
• Reddit: Play on the term read it

3. Paying tribute

This category includes companies named after someone (or something) significant to the founder.

• Tesla: Tribute to Nikola Tesla

4. Aspiration

Names in this category reflect the company’s mission or goals.

• Uber: from the German word über, meaning 'over, above'.
• Target: symbolizing becoming the go-to shopping destination.
• Nike: named after the Greek goddess of victory.

5. Easy to remember

Meaningless words that are short and memorable (bonus points if they rhyme or have a .com available).

• Temu, Hulu, Tubi, Shein

6. Value/Service Descriptor

Words that directly describe a product or service.

• Threads, Telegram, Zoom, Audible, Discord

7. Domain Name

Domain names as company names are rare but do exist, perhaps for SEO benefits.

• Character.ai, Customer.io

8. Abbreviation

When all else fails, use an abbreviation.

• VRBO, CVS, ADP

These are good starting points that can be turned into exercises to develop a name for a new product or service. A good name is an opportunity to tell a good story!