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Naming is the process of assigning a particular word or phrase to a particular object or property. This can be quite deliberate or a natural process that occurs in the flow of life as some phenomenon comes to the attention of the users of a language.

At Nuvo Creative we believe in name determinism. People behave according to their name. In some way they make meaning in their lives from the name they were given. So with this belief we design names for products, services and companies that raise the positive expectations of stakeholders and publics.

Robert Schuller told me once

“We are not who we think we are...

We are not who other people think we are...

We are who we imagine other people think we are.”

Self image psychology is a huge area. But in a nutshell it can be expressed so simply. If we feel good about who we are, we do better. If we feel good about our image, we expect more of ourselves. Schuller again says it this way “The me I see is the me I’ll be”

We have always held that a branding and design program makes all stakeholders and workers feel better about the company and its products and services. That alone is reason to rejuvenate a brand image. Customers and prospects will similarly have a raised expectation and perception of positive qualities intimated by the name and other branding elements.

The process of developing a name for a brand or product is heavily influenced by marketing research and strategy to be appealing and marketable. The brand name is often a neologism or pseudoword .

Brands were originally developed as labels of ownership: name , term , design , symbol . However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets.

Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme. The art of creating and maintaining a brand is called brand management .

A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise . One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com , a sort of news and parenting portal.

"DNA" refers to the unique attributes, essence, purpose, or profile of a brand and, therefore, a company. The term is borrowed from the biological DNA , the molecular "blueprint" or genetic profile of an organism which determines its unique characteristics.

The act of associating a product or service with a brand has become part of pop culture . Most products have some kind of brand identity, from common table salt to designer clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".

Attitude branding is the choice to represent a feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding includes that of Apple , iPod, Remo and The Body Shop .