Arbitrary naming is based on the choice of terms that have no direct relation to the product or service offered. This type of names are invented, abstract or words that, although they exist in the language, have no obvious connection with what the trademark represents.
One of the main advantages of arbitrary naming is that these names are usually unique, distinctive and easy to register as a trademark. They are also memorable, as they are not tied to prior associations. This allows brands to build a brand identity from scratch, without the confusion that a descriptive name could bring. For example, brands such as Google, Kodak and Apple are excellent examples of arbitrary names. None of these words were originally related to technology or cameras, let alone computers, before the companies adopted these names.
The process of creating an arbitrary name is not simple. It requires creativity and a deep understanding of the identity the brand wants to project. Even if the name itself means nothing initially, it is the branding and marketing strategy that will give meaning to that word over time. This also implies that brands must invest in building a strong presence in the marketplace so that consumers can associate the name with the company’s characteristics and values.
5 types of brand names: arbitrary naming
In addition, arbitrary naming has great potential in terms of internationalization. As it has no predefined meaning, it is less likely to cause confusion or have negative connotations in other languages or cultures. This is key for companies aiming to expand globally. One example is Nike, whose name, although derived from the Greek goddess of victory, is abstract enough to be used in any market without translation or interpretation problems.
However, not everything is positive about arbitrary naming. One of the disadvantages is that, because it has no direct link to the product or service, it may require additional effort for consumers to associate the name with the brand. This effort involves a greater investment in marketing and advertising to build the relationship between the name and the company’s offering. For example, when Xerox launched, they had to educate consumers to associate the term with their copiers.
For all these reasons, arbitrary naming can provide a brand with a unique and distinctive identity. While it may require a greater initial investment to establish its connection to the product, the long-term benefits in terms of differentiation and international expansion are enormous. As we have seen with examples such as Google, Kodak, Apple and Nike, this type of naming can become iconic in the business world.
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