A brand name is a term or phrase distinguishing a product or service, crucial for a company’s branding strategy. It embodies the brand’s image, values and reputation, aiding product differentiation, brand awareness and customer loyalty. A brand name can be a valuable intangible asset on its own, think of Nike, Prada or Mercedes. The historical roots of brand names date to ancient civilizations, evolving into what they are today during the 19th and 20th centuries with the introduction of mass production. Types of brand names vary with many descriptive, suggestive, arbitrary and fanciful names. Differentiating brand names from product and business names is essential. Key features of a good brand name include memorability, distinctiveness, relevance and flexibility. Selection involves factors like target audience, competition and cultural connotations. Companies like Apple, Coca-Cola and Amazon showcase powerful brand names, contributing to increased market share, higher prices and brand extension opportunities. In essence, a carefully chosen brand name is a linchpin in a company’s intangible asset portfolio, impacting differentiation, awareness and customer loyalty.