Introduction

Choosing the right name for your brand is one of the most critical decisions for any business. A strong brand name creates an emotional connection with consumers, differentiates a company from competitors, and enhances long-term brand recognition. However, many businesses fail to conduct proper research before selecting a name, leading to trademark conflicts, legal disputes, and rebranding costs.

Before registering a trademark with the National Institute of Industrial Property (INPI – Instituto Nacional da Propriedade Industrial) in Brazil, it is essential to choose a strong, unique, and legally available brand name.

This article provides a step-by-step guide on how to select a powerful brand name, ensuring it is legally registrable, memorable, and marketable.

Why is Choosing a Strong Brand Name Important?

A strong brand name:

• Enhances brand recognition and customer loyalty.
• Differentiates a business from competitors.
• Prevents legal conflicts during trademark registration.
• Increases brand value, allowing future licensing or franchising.

A weak or generic name may face trademark rejections, legal challenges, and consumer confusion.

Step 1: Define Your Brand Identity

Before selecting a name, it’s essential to understand your brand’s mission, vision, and values.

Ask yourself:

• What does my brand stand for?
• Who is my target audience?
• What emotions should my brand evoke?
• How do I want customers to perceive my brand?

For example:

• A luxury fashion brand may want a name that sounds exclusive and sophisticated.
• A tech startup may prefer a modern and innovative name.
• A children’s brand may opt for something fun and playful.

Step 2: Understand the Characteristics of a Strong Brand Name

A strong brand name should be:

1. Unique and Distinctive

A name must stand out from competitors. Generic or commonly used words are weak trademarks and are harder to protect legally.

✅ Example: Nike, Xerox, Google (Unique and protectable) ❌ Avoid: “Best Shoes,” “Smart Tech,” or “Delicious Café” (Too generic)

2. Easy to Pronounce and Remember

Consumers should easily recall and pronounce the name without confusion.

✅ Example: Apple (Simple, memorable, and global appeal) ❌ Avoid: “Xztronic Innovations” (Difficult to pronounce)

3. Relevant to Your Industry

A name should reflect the brand’s purpose while still being unique.

✅ Example: Netflix (Internet + Flicks, related to streaming movies) ❌ Avoid: A name that is completely unrelated to the product.

4. Timeless and Scalable

Avoid trends or slang that may become outdated. Think long-term growth.

✅ Example: Amazon (A name that works across industries) ❌ Avoid: “TrendyTech2023” (Trends change, and numbers limit longevity)

Step 3: Brainstorm and Generate Name Ideas

Once you understand the characteristics of a strong brand name, start brainstorming potential names.

Methods to Generate Brand Name Ideas:

1. Word Combination: Merge two relevant words (e.g., Facebook = Face + Book).
2. Invented Words: Create new words (e.g., Kodak, Google).
3. Acronyms and Abbreviations: Shorten long names (e.g., IBM, HBO).
4. Foreign Words: Use words from different languages (e.g., Häagen-Dazs).
5. Metaphors and Symbolism: Use powerful imagery (e.g., Jaguar for cars).

💡 Tip: Use online name generators for inspiration.

Step 4: Conduct a Trademark Search

Before finalizing a name, verify that it is legally available by performing a trademark search in the INPI database.

How to Perform a Trademark Search:

1. Visit INPI’s Official Website
2. Use the Trademark Search Tool (Busca de Marca)
3. Check for Similar or Identical Names
4. Analyze Phonetic and Visual Similarities

✅ If the name is available: Proceed with the trademark application. ❌ If the name is taken: Modify it or choose a different option.

Step 5: Check Domain and Social Media Availability

A brand name should have consistent online presence across platforms.

• Search for the domain name (e.g., www.yourbrand.com).
• Check social media handles (Instagram, Facebook, Twitter, LinkedIn).
• Ensure that a similar name is not associated with negative brand reputation.

✅ If available: Secure the domain and social media accounts immediately. ❌ If unavailable: Modify the name slightly or try alternative domains (.net, .co, etc.).

Step 6: Test the Name with Your Target Audience

Before registering, gather feedback from potential customers or industry peers.

• Conduct surveys or focus groups.
• Ask: “What does this name make you think of?”
• Test pronunciation and spelling ease.

A name should resonate with the audience and create positive associations.

Step 7: Register the Trademark with INPI

Once you’ve chosen a strong, available name, it’s time to register the trademark.

Trademark Registration Process:

1. Submit the application via e-INPI.
2. Select the correct Nice Classification (NCL).
3. Pay the application fee.
4. Monitor the opposition period (60 days).
5. Await INPI’s final decision (12-24 months).
6. Pay the final registration fee upon approval.

Once registered, the trademark is protected for 10 years, renewable indefinitely.

Common Mistakes to Avoid When Choosing a Brand Name

1. Not conducting a trademark search – Leads to potential legal conflicts.
2. Choosing a generic name – Weakens brand identity.
3. Ignoring cultural implications – Words can have unintended meanings in other languages.
4. Copying competitors – Creates brand confusion and legal risks.
5. Not checking domain availability – Limits online branding opportunities.

Conclusion

Selecting a strong and legally available brand name is crucial for long-term success. By following a structured process—defining brand identity, brainstorming, conducting trademark searches, verifying online availability, and registering with INPI—businesses can ensure their brand is memorable, protected, and competitive.

A well-chosen brand name not only provides legal security but also builds customer trust and brand value, setting the foundation for growth and expansion.