What's in a Name?

The University of Pennsylvania's Wharton Business School has an interesting article on naming products that sheds some insight on factors a company may want to consider when marketing a product/service. To summarize, the article states that when a product has an unusual name, users will automatically assume that there is a reason for this unusual name, and will look to understand the logic. By creating a name that reinforces positive attributes or favorable imagery, the theory goes, companies can increase the perceived value of what they're offering.

Here's a key quote from the article:

"When consumers encounter an unfamiliar name which is counter to their expectation that the marketer would be providing a familiar name, they try to determine how the adjective describes the color/flavor. If they discover the connection, the consumer may congratulate himself for solving the problem, resulting in positive affect. The most positive affect should result when the name is mildly incongruent."

The article went on to state that naming can have a particularly powerful effect in an online environment, where text is the primary means by which users can learn about the product/services you have to offer.

Think about what industry you're in, and the nature of your products/services. Is using an unconventional name to your advantage? How can you reinforce your brand by the way you name your offerings?