Continuing with evaluation techniques, here are the general criteria I use to judge names:
- Is it meaningful?
Is it unique?
Is it relevant?
Does it suggest a benefit?
Is it memorable?
Is it appropriate?
Does it elicit a positive emotion?
Is it easily pronounceable?
Is it descriptive?
Is it in good taste?
Is it short enough?
Will it â€œhave legsâ€ over time?
Does it appeal to all stakeholders?
Now I may assign different weights to different criteria depending upon the entity being named, the product category in which it resides and the perceived desires of target market participants. The scale is usually a 1 to 5 semantic differential scale with five being â€œabsolutely essentialâ€ and one as â€œnot at all importantâ€.
Once the weights are applied for each criterion, I rate each name candidate against each. Again, I use a semantic differential scale, five being â€œabsolutely meets this criterionâ€ and one being â€œabsolutely does not meet this criterionâ€. I multiple each candidateâ€™s score for a particular criterion by the weight Iâ€™ve assigned to it. Then I add up the resulting individual scores for each candidate.
Now this is a â€œscientificâ€ approach to evaluation. For me itâ€™s just a guideline.
There are times Iâ€™ll recommend a name that isnâ€™t one of the five highest scoring simply because Iâ€™ve created one or two â€œout-of-the-boxâ€ candidates that defy scoring but just â€œseem rightâ€.
Anyway, if youâ€™re looking for a way to winnow down a list of quality candidates, this approach can be helpful.