Brand Name Testing: A Strategy For Brand Success


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Your brand name is the first point of contact for your target audience. It conveys the essence of the brand’s value, personality, and promise. It helps distinguish your brand from competitors and builds trust with customers. 

In this blog, we will dive into the steps of effective brand name testing and explore how a strong brand name aligns with the brand’s objectives and identity. 

What is Brand Name Testing?

Your company’s brand name will play a significant role in shaping your brand image and will also act as an identifier that distinguishes your brand from competitors. As your brand name can play such a big role in shaping your brand image, it is important to pick a name that will resonate with your target audience and will fit the brand image that you want to portray. This is where brand name research comes into the picture. 


Brand name testing involves presenting your target audience with a variety of brand name options and asking them to provide feedback on each one. This research helps you make an informed decision while choosing a brand name that is best suited to your company using qualitative and quantitative backing.

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Why is Brand Name Testing Important?

Brand name testing helps determine a name that resonates with the target market. The process offers several key benefits. Let’s look into some ways it is important to evaluate potential brand names. 

  1. It can significantly impact brand perception. A well-chosen name can make your brand more appealing and memorable. Conversely, a poorly chosen name can lead to a lack of trust in the brand. 
  2. A strategically evaluated brand name that aligns with brand values will help build strong brand-consumer relationships and drive loyalty over time. 
  3. Choosing a brand name without testing with the target audience will lead to a lack of interest and engagement with the brand. This can also lead to misinterpretations and damage brand credibility. 

Also read: What is Concept Testing 

Steps to Take to Conduct Brand Name Testing

Now that we have explored the importance of brand name research, let’s look at how to pick a brand name.

1. Pick the brand names you want to test:

The first step in brand name testing is to create a list of brand names that you want to test. These brand names should be ones that you and your coworkers are already confident of. The number of brand names you choose to include will determine the kind of survey design you select.

These are some of the most common survey designs: 

Monadic Testing: 

This research design involves showing participants a single stimulus in isolation. It gives you a measure of how appealing a certain brand name is without skewing the respondent’s perception with the influence of other stimuli/brand names. 

Sequential Monadic Design: 

This research design involves asking respondents for feedback on multiple stimuli. However, each brand name shown must be evaluated separately rather than evaluation through comparison. 

2. Select the parameters by which you will assess the brand names:

The next step is to select the parameters, or metrics, by which you want respondents to assess your brand name. These are a few metrics by which you can measure how good a brand name is:

  • Uniqueness: Does the brand name stand out against competitors, or is it easily confused with other brand names?
  • Pronounceability: Is the brand name easy to pronounce, or is it common for people to mispronounce it?
  • Appeal: Is the brand name appealing to your target audience?
  • Purchase Intent: Does the brand name motivate people to purchase the brand’s products/services?

The metric(s) you select should depend on what your goals are for your brand name. If you want a brand name that is memorable and stands out, the most valuable metric for you to measure would be uniqueness. 

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3. Gather data for brand name testing:

Once you’ve chosen the metrics by which you want your brand name assessed, you can create your brand name testing survey and send it out to your target audience.

Leverage a robust survey software that empowers you to design interactive brand name surveys. Use image questions, ranking, or rating question types to gather a holistic view of potential brand names. Customize the survey with brand colors and fonts to showcase the brand image to the respondents, helping them share insightful feedback. 

4. Analyse results to select a brand name:

The final step is to analyze the responses collected in order to evaluate each brand name. This is the most important step, as it involves selecting a brand name that will appeal to your target audience and match the brand perception you want to create.

How brand name surveys can help you find the best options?

Your brand name sticks to the audience’s experience, emotion, and memory. Getting it right can help you nurture a strong brand image and reputation. 

  1. Brand name testing allows you to understand how your target consumers perceive each potential name. Through surveys, you can gauge factors like brand recall, likability, and uniqueness. 
  2. Testing multiple names allows you to assess how each name resonates with the market and stands out from competitors. By comparing each name, you can determine the uniqueness of each name. 
  3. The feedback from your target market can help you understand how to narrow down your options and make it more strong. 
  4. The process can help mitigate the risk of choosing a name that could have a negative impact on brand reputation. By gathering customer feedback, you can identify and address any potential issues with the options before the official launch. 

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Why Choose Voxco for your Brand Name Testing Surveys?

These are a few reasons why you should choose Voxco’s Survey Software to conduct your Brand Name Testing Surveys:

  • Omnichannel Survey Solution 

Our Omnichannel survey software allows you to create your brand name testing survey on a centralized platform before sending it through all channels. This saves time re-programming surveys for multiple channels. Additionally, all collected data is presented on a single integrated platform, allowing you to compare feedback received through all channels.

  • Voxco IVR and Voxco Dialer

You can use our survey software in amalgamation with additional tools, such as Voxco Dialer and Voxco IVR, for the most seamless and efficient omnichannel survey experience. 

  • Powerful Dashboards

Voxco’s powerful and dynamic dashboards provide you with real-time visual presentations of your brand-tracking survey responses. This can help you make a quicker decision while picking your brand name, as our dashboard presents data from across all channels on one unified platform. 

  • Voxco Audience: 

With Voxco’s market research panel, you can gather data from willing respondents representing the total population. With Voxco Audience, you can create your own sample audience to conduct brand name analysis.

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