How to Get Product Naming Systems Right
Rules for naming products, features and plans so names are consistent, understandable and scalable as the portfolio grows.
Priya Raghunathan
At a glance
- Approaches descriptive names, coined names and alphanumeric systems
- Trademark distinctive names are easier to protect than descriptive ones
- Consistency patterns help customers understand relationships
- Localization names should work in target languages
Why it matters
Why it matters: Ad hoc product names confuse customers and create trademark and support problems as portfolios grow.
Best practice
- Define naming rules for products, tiers and features
- Check trademarks before adopting names
- Test names for clarity with customers
- Check names in key languages
- Keep a registry of approved names
Common pitfalls
Watch out for:
- Every team inventing names independently
- Names that conflict with existing marks
- Version numbers that confuse customers
- Names with unfortunate meanings in other languages
When to call in a specialist
Bottom line Bring in help when product portfolios grow or naming causes confusion.
Where this comes from
- United States Patent and Trademark Office — Trademark basics
- World Intellectual Property Organization — Trademarks
The figures and practices above come from the sources listed.
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