A '''naming firm''' is a type of marketing service that specializes in the linguistic art and science of product and company onomastics.<ref name="NY Times naming">{{cite news|last1=Gabler|first1=Neil|title=The Weird Science of Naming New Products|url=https://www.nytimes.com/2015/01/18/magazine/the-weird-science-of-naming-new-products.html?_r=0|access-date=7 December 2016|work=New York Times|date=January 15, 2015}}</ref><ref name="fast co">{{cite news|last1=Dahle|first1=Cheryl|title=How to Make a Name for Yourself|url=https://www.fastcompany.com/41214/how-make-name-yourself|access-date=10 March 2017|work=Fast Company|date=August 31, 2000}}</ref><ref name="WSJ">{{cite news|last1=Gellman|first1=Lindsay|title=Why Startups Are Sporting Increasingly Quirky Names|url=https://www.wsj.com/articles/SB10001424127887324263404578611772689785466|access-date=10 March 2017|work=Wall Street Journal|date=July 17, 2013}}</ref>
Naming firms develop brand names and product names that are typically categorized as evocative, descriptive, invented or experiential.<ref>{{Cite web|url=https://www.igorinternational.com/process/igor-naming-guide_12.pdf|title=The Igor Naming Guide|last=Manning|first=Steve|date=January 1, 2018|publisher=Igor Naming Agency|access-date=January 11, 2018}}</ref> They often suggest taglines or positioning statements, and might also consult on logo design and corporate identity.<ref>{{cite news|last1=Post|first1=Karen|title=Brand Naming|url=https://www.fastcompany.com/919038/brand-naming|access-date=7 January 2018|work=Fast Company|date=June 6, 2005}}</ref> Some agencies also include market research and consumer focus group testing.<ref name="bloomberg">{{cite news|last1=Klein|first1=Karen|title=The Game of the Name|url=https://www.bloomberg.com/news/articles/2004-01-05/the-game-of-the-name|access-date=10 March 2017|work=Bloomberg|date=January 5, 2004}}</ref><ref name="ent">{{cite news|last1=Girard|first1=Lisa|title=10 Questions to Ask Before Naming Your Business|url=https://www.entrepreneur.com/article/226543|access-date=10 March 2017|work=Entrepreneur|date=May 14, 2014}}</ref><ref name="how to name">{{cite news|last1=Lesonsky|first1=Rieva|title=How to Name Your Business|url=https://www.entrepreneur.com/article/177614|access-date=18 March 2017|work=Entrepreneur|date=May 14, 2007}}</ref>
Most naming professionals provide trademark services as part of their process, vetting names through a global trademark screening.<ref>{{Cite book|url=https://catchwordbranding.com/wp-content/uploads/2016/03/CW_NamingGuide_100914.pdf|title=Creating The Perfect Name by Catchword Branding|last=Skoultchi|first=Mark|publisher=Catchword|date=April 15, 2017|type=Digital Download}}</ref> Legal counsel is generally secured for trademark registration and application activities.<ref name="fast co" /><ref>{{cite news|last1=James|first1=Ellen|title=Finding What's in a User-Friendly Name : Titles: Companies with an identity crisis can call on consultants to match business strategy with a marketable label.|url=https://www.latimes.com/archives/la-xpm-1990-11-20-fi-5029-story.html|access-date=18 March 2017|work=Los Angeles Times|date=November 20, 1990}}</ref>
==References== {{Portal|Companies}} {{reflist}}
Category:Branding companies Category:Naming
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