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Names There are five main categories of brand (or corporate) name: |
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| Descriptive name: A name which describes the product or service e.g.TALKING PAGES. | |
| Associative name: A name which indicates the nature of the product or service, often by using an original or striking image or idea, e.g., VISA. | |
| Freestanding
name: A name which has no link to the product or service but which
might have meaning of its own, e.g., CREATIVE. Other categories are: |
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| Abstract name: A name which is entirely invented and has no meaning of its own, e.g., ZENECA. Abstract names are related to freestanding names because they also have no link to the product or service. | |
| Coined name: An invented name. Coined names can be descriptive (CO-CREATE), associative (IMATION) and freestanding/abstract (ZENECA). | |
| Niche Marketing: Marketing aimed at small groups which have limited or specialist needs. | |
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