28. First, Name Type
Generic, Descriptive, Suggestive,
Arbitrary, Fanciful
Type Descriptive or Fanciful
Generic Descriptive Suggestive Arbitrary
Trademark
Suggestive
No Yes
Meaning High Low
Investment Low High
29. Second, Search
Not a scientific process… be
Shortlist of names:
creative and get feedback
priceyeti, price, pricely,
buyQ, decide
33. Lock down your
positioning statement
Select a brand that
fits and provides
you room to grow
Put your pencil down and
get on to the product, that’s
what matters most