Updated 14th of October 2025 | +3 minute
Brand naming strategy in the ever-evolving world of luxury, a brand’s name isn’t just an identifier—it’s an experience, a promise, and a narrative waiting to unfold. Naming a luxury brand is a high-stakes endeavour where psychology, creativity, and strategy converge. While the task might seem deceptively simple, it is laden with nuance and complexities that go far beyond just picking a pretty word.
Naming is the hardest part of branding because it’s so subjective. Each person's psychological associations between words and ideas are unique. One person's seal of approval is another's veto.
"With a name, we're trying to envision the future – the future associations, the future experience and therefore the future value, which is difficult."
During the naming process, it’s easy to get caught up in the sheer volume of words without fully grasping their potential as brands—entities that exist, evolve, and resonate over time. A name starts as a storytelling tool but eventually becomes a vessel for the broader meanings and associations that the brand will cultivate.
Consider the seemingly nonsensical name ‘Uber.’ Although historically linked to Nietzsche’s Übermensch concept, Uber is now universally recognised as a way to get from A to B—a branded meaning that has overwritten its controversial past.
Approaching a naming project means confronting the subjectivity inherent in any creative endeavour. When clients see names like Four Seasons, Six Senses, or One & Only, they can’t help but project their experiences with these brands onto the names. In the thick of the naming process, clients often evaluate abstract words in isolation, guided purely by instinct.
To move forward, objectivity is required—at least to some degree. We establish clear, upfront agreements about what kind of name is being sought. Names can range from descriptive and benefit-based to abstract or entirely invented.
Many luxury brands, like Tom Ford, Ferrari, and Burberry, owe their names to founders, underscoring heritage and provenance. Others, like COMME des GARÇONS, use evocative language tied to the brand’s ethos. Abstract names like Rolex are born from thin air, specifically designed for universal pronunciation.
Each type of name has its pros and cons. Descriptive names can feel familiar and grounded but often lack uniqueness. Abstract and invented names stand out but demand more storytelling to establish context.
While there’s no universal formula for a good name, those with stories are the ones that captivate. A name with hidden links or meanings creates an ‘IYKYK’ quality, a treat for insiders who uncover the brand’s deeper narrative. This approach is similar to clever logos that leave a ‘smile in the mind’—a nod to those who ‘get it’.
Once names are shortlisted, presenting them in a real-world context becomes crucial. Whether on merchandise, signage, or marketing material, we show names as part of the brand, not just words on a page.
For those ready to rise to the naming challenge, these are the three fundamentals to keep in mind:
Define your parameters early. Each naming project is unique, and setting a clear framework is essential to navigate subjective opinions and keep the process on track.
Embrace a broad creative approach. Generate thousands of names to capture the right one and be unafraid of exploring unconventional options. Creativity flows best when it’s unrestricted.
Naming is just the beginning. The final selection should be made with determination knowing that the brand’s identity, visual design, and customer experience will breathe life into the name, adding layers of meaning and value over time.
Navigating the complexities of luxury brand naming requires a balance of strategy, creativity, and understanding of heritage and future potential. If uncertainty persists, remember: that a name is just the starting point of a story the brand will tell for years to come. You might be interested in the article "The State of Luxury: 2025 Outlook" before you proceed.
We are a Munich and Stockholm-based Brand and digital Experience Design Agency that delivers second-to-none experiences for forward-thinking brands and Startups with something to say.
