Choosing the right brand name is one of the most critical steps in building a successful business. A strong and registrable name not only helps differentiate your business but also ensures legal protection under trademark law.
With the increasing number of brands registered every year, 2025 brings new challenges to securing a unique, memorable, and legally protectable name. This guide will help you understand how to choose a powerful brand name that is also trademark-ready under the Brazilian National Institute of Industrial Property (INPI).
Why a Strong Brand Name Matters
A well-chosen brand name can:
✔ Increase brand recognition
✔ Build trust and credibility
✔ Protect against competitors copying your identity
✔ Prevent legal disputes over name ownership
✔ Ensure eligibility for a trademark registration
If your brand name is too generic or too similar to an existing trademark, you risk losing exclusivity and even facing legal opposition.
Key Characteristics of a Strong and Registrable Brand Name
To create a powerful and registrable brand name in 2025, consider these essential factors:
1. Uniqueness: Stand Out in a Crowded Market
A strong brand name should be distinctive and not easily confused with competitors. The more unique your name, the easier it is to register and protect.
Avoid:
❌ Common words in your industry (e.g., “Fast Food” for a restaurant)
❌ Overused words like “Premium,” “Best,” or “Global”
❌ Names too similar to existing brands (e.g., “Nikee” instead of “Nike”)
Example of unique names:
✅ Zupora (fictitious name, no common meaning)
✅ Glavon (invented, distinctive)
2. Easy to Pronounce and Remember
Consumers should be able to say and recall your brand name effortlessly. If a name is too complicated, it might be forgotten or mispronounced, making marketing harder.
Good examples:
✅ Google (short, simple, unique)
✅ Spotify (easy to say and recall)
3. Legally Available for Trademark Registration
Before committing to a brand name, check if it is already registered or pending approval at INPI.
How to check trademark availability in Brazil:
- Go to the INPI website (www.gov.br/inpi)
- Use the trademark search tool to find similar names
- Analyze possible conflicts before applying
4. Avoid Generic and Descriptive Words
Generic terms are not eligible for trademark protection because they are commonly used in the industry.
Examples of names that CANNOT be registered:
❌ “Pizza Delivery” (for a pizza restaurant)
❌ “Healthy Juice” (for a juice brand)
To make your name registrable, modify generic words into something more unique.
Creative solutions:
✅ “Pizzario” instead of “Pizza Delivery”
✅ “Nutrijoy” instead of “Healthy Juice”
5. Consider Future Growth and Global Expansion
Your brand name should allow for business expansion without limiting your products or services.
Example:
🚫 “RioShoes” → Limits growth if you later sell clothes
✅ “RioStyle” → Allows diversification into fashion, accessories, and more
If you plan to expand internationally, check how the name translates into other languages to avoid negative meanings.
Example of brand failures:
🚫 “Mist Stick” (Clairol) → In German, “Mist” means manure
🚫 “Pajero” (Mitsubishi) → In Spanish, it has an offensive meaning
6. Make It Digital-Friendly
In 2025, having a strong online presence is essential. Before choosing a name, check if the domain name (website URL) and social media handles are available.
✅ Good digital name: “Zenovo” → Available on all platforms
🚫 Bad digital name: “SunTech” → Domain already taken
Steps to Create a Strong and Registrable Brand Name
Step 1: Brainstorm Unique Ideas
Start with a brainstorming session and write down words related to your brand values, products, or mission.
👉 Tech brand ideas: “Neovox,” “Cloudia,” “Synaptech”
👉 Fashion brand ideas: “Modeva,” “Velvess,” “Urbanique”
Step 2: Check for Trademark Availability
Use the INPI search tool to ensure the name is not already registered. If a similar name exists, adjust yours.
Step 3: Verify Domain Name and Social Media Handles
Check platforms like GoDaddy, Namecheap, and Instagram to see if the name is available.
Step 4: Test the Name with Potential Customers
Get feedback from your target audience to see how the name is received.
Step 5: Register Your Trademark
Once you’ve chosen the perfect name, file a trademark application with INPI to secure legal protection.
Conclusion: Secure Your Brand Name for Long-Term Success
Choosing a strong and registrable brand name in 2025 requires creativity, strategy, and legal verification. Avoid generic words, ensure uniqueness, and check for availability before launching.
By following this guide, you will create a powerful brand identity that stands out and remains legally protected for years to come.
