Key takeaways:

• 27% of customers say that brand names are not memorable enough.
• 10% of consumers say the most common naming mistake is that the name does not create an emotional connection.
• Women are more than twice as likely as men to consider spelling and pronunciation the biggest problem for brands.
• 30% of younger consumers say the biggest mistake is that names are too generic.
• 55 – 64s say the biggest mistake they see is that names are hard to spell and pronounce. 30% of this age group highlighted this mistake.
• For investors, the most common mistake they see is that names do not differentiate from competitors.

Objective: Brand names must convey multiple messages to consumers, including purpose and personality, without becoming overly complicated or hard to remember. It’s easy to get wrong — and we wanted to find out which naming mistakes consumers encountered most often. This can guide brands towards better names in the eyes of their customers, and get them one step ahead of competitors.

Question: What is the most common naming mistake you see in brand names?

• It’s hard to spell or pronounce.
• It’s too similar to other names in that industry.
• It’s too generic.
• It’s not memorable
• It doesn’t create an emotional connection.

Audience: A representative panel of American consumers aged 18 – 64.

Question: What is the most common business naming mistake you see in startups/businesses that you consider for investment?

Audience: Venture capitalists, private equity investors, and angel investors

Overall Results

• 27% of customers say that brand names are not memorable enough.
• 10% of consumers say the most common naming mistake is that the name does not create an emotional connection.
• Women are more than twice as likely as men to consider spelling and pronunciation the biggest problem for brands.

What is the most common naming mistake you see in brand names?

Any questions? Let our research support your next article — completely free (some limitations apply).

Please enable JavaScript in your browser to complete this form.

Name *

Email *

Message *

Submit

Gender Breakdown

• Women are more than twice as likely as men to consider spelling and pronunciation the biggest problem for brands.
• Men said the biggest mistakes were being too generic (28%), followed by memorability (27%).
• Women said the biggest mistakes were spelling and pronunciation (28%), followed by memorability (27%).
• Men were slightly more likely to consider a lack of emotional connection the biggest brand naming mistake—12% vs. 9%.

Men

What is the most common naming mistake you see in brand names?

Women

What is the most common naming mistake you see in brand names?

Age Breakdown

• 30% of younger consumers say the biggest mistake is that names are too generic.
• The 55 – 64 age group says the biggest mistake they see is that names are hard to spell and pronounce. 30% of this age group highlighted this mistake.

18 – 24

What is the most common naming mistake you see in brand names?

25 – 34

What is the most common naming mistake you see in brand names?

35 – 44

What is the most common naming mistake you see in brand names?

45 – 54

What is the most common naming mistake you see in brand names?

55 – 64

What is the most common naming mistake you see in brand names?

VCs and Other Investors

• For investors, the most common mistake they see is that names are too similar to other brands in the same industry.

Question: What is the most common business naming mistake you see in startups/businesses that you consider for investment?

• It’s hard to spell or pronounce.
• It’s too similar to other names in that industry.
• It’s too generic.
• It’s not memorable
• It doesn’t create an emotional connection.

Audience: Venture capitalists, private equity investors, and angel investors

Conclusion

Overall, consumers considered that too many brand names were forgettable. A strong name will stick in the minds of your consumers and form a strong bond that keeps them coming back for more. However, we found some key differences across demographics: younger consumers said names were too generic, while older consumers identified difficulties in spelling and pronunciation as the biggest naming mistake. Brands should be alert to these demographic differences, and choose names that appeal to their target audience.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com to learn more.

Further Reading

• Key Naming Insights Every New Brand Needs: Latest Data and Research
• 54% Describe Creative Misspellings as Interesting: Brand Naming Trends and Customer Perception
• 76% of Consumers Have Been Confused by Businesses Sharing the Same Name

Want personalized insights?

Run your own brand surveys and more with AtomRadar. Our data can power your brand development.

Get Started

Schedule a Consultation

×

Need data now?

Run your own surveys and discover deep insights with Atom Surveys

Get Started

About The Author

Thom Davies

Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.

View All Posts