Choosing the right brand name is a pivotal step in building your business identity. It’s more than just a label—it’s the first impression, a storyteller, and a cornerstone of your marketing strategy. With countless possibilities, understanding the different types of brand names can help you align your choice with your vision, values, and target audience. Whether you’re launching a tech startup, a fashion line, or a food venture, the type of name you select can influence perception, memorability, and even legal protection.

At Brandroot, our business name generator and marketplace specialize in premium, brandable domain names complete with professional logos. We’ve curated thousands of options across various styles to spark your creativity. In this article, we’ll explore 9 common types of brand names, complete with descriptions and examples, to guide you toward the perfect fit. Dive in and discover which one resonates with your entrepreneurial dream!

1. Descriptive Brand Names

Descriptive names straightforwardly explain what your business does or offers. They’re clear, easy to understand, and great for SEO since they often include keywords. However, they can be harder to trademark and may limit future expansion if your offerings evolve.

Examples: Hotels.com, Booking.com, Whole Foods, Toys R Us, General Motors.

Fits Your Vision If: You prioritize clarity and want customers to instantly know your value proposition—ideal for service-based or product-specific businesses.

2. Evocative Brand Names

Evocative names use metaphors or suggestions to paint a picture and stir emotions. They don’t directly describe the product but evoke the brand’s essence, allowing for storytelling and broader appeal. These are highly creative and easier to protect legally.

Examples: Apple, Nike, Amazon, Lush, Bounce.

Fits Your Vision If: You’re building a lifestyle brand or want to inspire imagination and loyalty through emotional connections.

3. Invented Brand Names

Invented names are made-up words, often derived from real roots or sounds that feel familiar. They offer vast creative freedom, strong trademark potential, and uniqueness, but require more marketing to build meaning.

Examples: Google, Spotify, Pixar, Adidas, Xerox.

Fits Your Vision If: You seek originality and scalability, especially in tech or innovative industries where standing out is key.

4. Lexical Brand Names

Lexical names play with language through puns, alliteration, compounds, or misspellings. They’re fun, memorable, and engaging, but risk feeling outdated or too casual for serious sectors.

Examples: Dunkin’ Donuts, Froot Loops, Laffy Taffy, Hubba Bubba, Sizzler.

Fits Your Vision If: Your brand is playful, consumer-focused, or in food/entertainment, aiming for whimsy and shareability.

5. Acronymic Brand Names

Acronyms shorten longer names into letter combinations. They’re concise and professional, often used by large corporations, but can feel generic without heavy branding to infuse meaning.

Examples: IBM, HP, BMW, MTV, H&M.

Fits Your Vision If: You’re a B2B or enterprise-level business valuing brevity and a corporate feel.

6. Geographical Brand Names

These names tie to a location, leveraging cultural or historical associations for authenticity. They’re great for local pride but can hinder global expansion and require rebranding if growing beyond the area.

Examples: New York Times, Kentucky Fried Chicken, Arizona Tiles, Brooklyn Brewery, Indian Airlines.

Fits Your Vision If: Your brand roots in a specific place, like regional products or heritage-based services.

7. Founder Brand Names

Named after the creator or family, these convey tradition and personal touch. They’re easy to trademark if unique but may not highlight benefits and need marketing to build relevance.

Examples: Ford, Chanel, Gucci, Kellogg’s, Cadbury.

Fits Your Vision If: You’re emphasizing legacy, craftsmanship, or personal storytelling in luxury or family-owned businesses.

8. Emotive Brand Names

Emotive names use words that trigger feelings related to the customer experience. They’re relatable and powerful for building emotional bonds, especially in consumer goods.

Examples: Triumph Motorcycles, Innocent Drinks, Uber, Trusting Social, Freederm.

Fits Your Vision If: You want to connect on an emotional level—ideal for wellness, lifestyle, or motivational brands.

9. Origin Brand Names

Origin names draw from cultural, historical, or mythical roots to evoke authenticity and heritage. They differentiate by tapping into traditions but must align genuinely to avoid cultural missteps.

Examples: Adidas (from founder Adi Dassler), Bombay Sapphire, Yakult, The North Face, Tuscany Leather.

Fits Your Vision If: Your brand celebrates history, culture, or origins—perfect for artisanal or global-inspired products.

With these 9 types in mind, reflect on your business goals: Do you want clarity, creativity, or emotional resonance? Once inspired, visit Brandroot‘s business name generator to explore premium domains tailored to your preferred style. Enter keywords related to your vision, and discover handpicked names with logos ready for launch.

Which type speaks to you most? Share in the comments below—we’d love to help refine your brand!