Many companies turn to naming agencies, deeming professionals can resolve the problem of naming more efficiently. However, there exists a huge number of firms, which, faccording to this or that reason, do it on their own. There is no doubt it is much tougher to develop a strong brand name, able to work a wonder for a company's success without the special skills, still, it is possible. Follow the rules of naming a brand, given below.!!!

In general, an effective brand name should be:

• Short and simple (asthe most popular and important brand names are simple);
• Easy to spell and read (examples are Vitek, Sony, Kodak, etc.);
• Easy to pronounce;
• Pronounced in only one way (when choosing a name, it is highly recommended to make sure that it does not provide the effect of a floating accent. Buyers should stress the right syllable on a hunch);
• Pronounced in any language;
• Based on a unique idea;
• Suggestive of the main product characteristics (since people have a tendency to remember any name, reflecting one distinguishing feature of a product, this name quicker and better than the one, containing several characteristics in its meaning. For instance, Toyota took into consideration one distinctive word "luxury"  and designed Lexus - an excellent brand name for its first-class automobiles);
• Adaptable to packaging and labeling needs;
• Easy to recognize and remember;
• Not suggestive of negative imagery (the GM's Nova automobile is a classic example. The GM had some problems with the Nova name, when it introduced the car in the South America. It seemed a sensible decision, since Nova is a Spanish word for a star. However, Nova also sounds the same as the Spanish words for "no go");
• Always on fashion(should never get out-of-date);
• Adaptable to any advertising medium;
• Legally available for use ( also on the international markets);
• Sufficient and dominate (since a consumer sees the brand as the product itself. For instance, for an average person, Rolex is not the brand name of an expensive watch, produced by Rolex Watch Company Ltd., Rolex is something that one wears on the wrist);
• Understood in one way ( to develop a brand means to "grow" in the customers' minds a symbol, corresponding to a particular product category. Thus, Rolex is the symbol of the luxurious Swiss watch, Volvo is the symbol of a safe automobile);
• Translatable into differ­ent languages without carrying undesirable associations (when a company intends to win international markets. Many firms have been embarrassed, when introducing a brand name into a different language. For instance, Fiat Regatta sounds like a "grumbler" in Sweden).
  

Ideally, an  easy to pronounce, recognize, and remember brand name should help communicate to the consumers, the major benefits the company's product, thus, creating brand awareness and linking it with the brand image, vivid imagination and  thorough analysis, this perfect scenario can become a reality.