The name is the element with the longest time horizon of a brand and is often the first point of contact that the public has with a company. A good name can go a long way in building the desired perception for a new product or a new company, while a bad name will force more time and money to be spent on communication and marketing to achieve it and may even represent a real problem for the future growth of the business.

In a naming process, it is as important to apply creative generation techniques as it is to have an adequate strategic approach, to take into account the cultural and linguistic perspective and to apply rigorous and expert legal filtering. Otherwise, the chances of naming failure are high.

At Summa we have extensive and proven experience in creating names for products, services, companies and groups of companies and we know that it is one of the most complex disciplines of branding.