--- title: "Quick Tip: What Makes A Brand Name Great" description: Tips to consider while you are working on your brand name or a rebranding campaign. image: https://www.jonespr.net/hubfs/Blog_Images/Blog_366_Brand.jpg --- [![](https://www.jonespr.net/hubfs/Blog_Images/Blog_366_Brand.jpg) ](https://www.jonespr.net/eight-arms-blog/quick-tip-what-makes-a-brand-name-great) # Quick Tip: What Makes A Brand Name Great BY:   [ Kristin Jones ](https://www.jonespr.net/eight-arms-blog/author/kristin-jones) ![Quick Tip: What Makes A Brand Name Great](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/Blog_366_Brand.jpg?width=1903&name=Blog_366_Brand.jpg "Quick Tip: What Makes A Brand Name Great")   What’s in a name? Would Home Depot, or Best Buy, or the “i” empire of iPads, iPods and iPhones “by any other name be just the same”? Choosing the right name is a key part of any rebranding effort or campaign introduction. It is an art and a science, and is best approached as a team effort with specific objectives and criteria in mind. These 9 criteria should be part of any name-choosing decision: 1. Appearance 2. Distinction 3. Depth 4. Energy 5. Humanity 6. Positioning 7. [Sound](https://www.jonespr.net/inboundaccelerator/dont-forget-this-brand-name-criteria-how-does-it-sound) 8. “33” (What?? - A reference to the buzz created by the mysterious appearance of the number 33 on bottles of [Rolling Rock beer](http://www.rollingrock.com/history.html) and the theories that abound about its meaning.) 9. Trademark Find more details on each of these criteria in this blog post: [9 Criteria for Choosing the Best Business Name Possible](https://www.jonespr.net/inboundaccelerator/9-criteria-for-choosing-the-best-business-name-possible). Just for fun, see what happens when names go wrong: [11 Brand Names That Simply Couldn’t Survive the Times](http://www.adweek.com/news-gallery/advertising-branding/11-brand-names-simply-couldnt-survive-times-163440). Or use our scoring system to compare prospective names by downloading our [Brand and Campaign Name Scorecard](https://www.jonespr.net/scorecard-for-brands-campaign-names). ## 6 Steps To Creating Enviable Brands Download our guide 6 Steps to Creating Enviable Brands to learn the crucial steps you should follow to create an enviable brand for your company. 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Meet up with me when I’m in your city. Where will I be next? [Meet Kristin](https://www.jonespr.net/meetings/kristinjones/networking-call-with-kristin-jones) ## Subscribe to Eight Arms Subscribe to the Eight Arms blog to get our most recent content. 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