Company naming

Globrands has created a range of inspiring, well-known brand names, such as SenseoActimel and Thalys. International company names we have developed include EquensCurrence, and Oaklins. On this page, you can learn how company names are created.

An inspring brand name provides perspective and paves ways

We believe that the name conveys a company’s perspective for the long term. While the name has to stand for today’s products and services, it also conveys the company’s character (brand personality) and the reason it exists. The name may have to work for future products and services, in future markets, and future foreign countries.

Selecting the right name for a company

The best business names evoke the right expectations about the vision and qualities of the companies for which they stand. They do this not only in the outside world, but also among their employees. They inspire and form the basis for all further communications.


Legislative requirements

The trick is to formulate the message that the name should convey in language that can be owned. It is not possible to register a trademark if the name only literally describes what is offered. You cannot use a name that could be mistaken for the name of a company that provides similar products or services. On the following page you can read more about trademark law.

Deeper understanding of it’s own identity

A brand name serves to create distinction. Not only is that important when looking at competitors, but also in regards to the relationship with the target audience, an umbrella brand or any other special products or services. Identifying such relationships leads to a better name and a deeper understanding of it's own identity.

Decision making

We offer a tailored process, whether it involves large organisations, or small companies.

For large organisations, the selection procedure can be particularly important – for instance, if internal support for the new name requires special attention. This can be the case when the new name is needed because of a merger.

But also for smaller organisations, our experience and way of working result in a clear and complete picture of the company’s objectives and the refreshing possibilities that a suitable brand name can offer. Next, we will ensure that you make the right decision.

Brand name creation

This website provides more brand naming examples and inspiration.


Amsterdam UMC
identiteti en naam voor een combinatie van AMC en VUmc

Amsterdam Medisch Centrum
Vu medisch centrum

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naamsysteem en naming manual voor merkportfolio

Sectorinstituut Transport en Logistiek

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&Meer; haal meer uit je bankzaken

naam, categorienamen en slogan voor klantprogramma

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