Key takeaways:

• 74% of consumers say business names are important when they’re choosing to engage with a brand.
• Unique brand names are particuarly important for younger consumers.
• 80% of 18 – 24s say names should be unique, dropping to 70% for 55+s.

Objective: Every brand needs to stand out. While some big brands have gone global while sharing their name with other companies — including Delta Airlines and Delta Faucets — a unique name builds a powerful brand identity with instant recognition. We wanted to find out how important it is for brands to have a unique name.

Question: How important is it for a business name to be unique when you’re choosing to engage with a brand?

• Very important
• Important
• Neither important nor unimportant
• Unimportant
• Very unimportant

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

Overall Results

• 74% of consumers say business names should be unique.
• Younger consumers prize unique brand names.
• 80% of 18 – 24s say names should be unique, dropping to 70% for 55+s.

How important is it for a business name to be unique when you’re choosing to engage with a brand?

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Gender Breakdown

• Men are slightly more inclined to say business names should be unique.
• 75% of men vs. 71% of women say a unique name is important when they’re choosing to engage with a brand.

Men

How important is it for a business name to be unique when you’re choosing to engage with a brand?

Women

How important is it for a business name to be unique when you’re choosing to engage with a brand?

Age Breakdown

• 74% of consumers say business names should be unique.
• Younger consumers prize unique brand names.
• 80% of 18 – 24s say names should be unique, dropping to 70% for 55+s.

18 – 24

How important is it for a business name to be unique when you’re choosing to engage with a brand?

24 – 34

How important is it for a business name to be unique when you’re choosing to engage with a brand?

35 – 44

How important is it for a business name to be unique when you’re choosing to engage with a brand?

45 – 54

How important is it for a business name to be unique when you’re choosing to engage with a brand?

55 – 64

How important is it for a business name to be unique when you’re choosing to engage with a brand?

Conclusion

Every brand should strive for a unique name, and validate shortlisted business names based on similarities to both competitors and other brands in different industries. However, brands targeting younger consumers must place particular emphasis on this aspect of a name to fully engage an audience immersed in a kaleidoscopic virtual world.

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
• Brand Naming Trends and Customer Perception
• The Most Common Naming Mistakes Seen by Customers and Investors

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About The Author

Grant Polachek

Grant Polachek is Chief Growth Officer at Atom.com. With 15 years experience in marketing, he has run market research projects for brands like Dell, Hilton, and Alibaba. Grant has expertise in a range of topics including domain names, naming and digital marketing.

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