How the world's biggest brands got their names

Big brand names and logos
(Image credit: Getty Images)

Would Apple be the world’s most valuable brand if it were named Banana? In branding, few things are more important than choosing the right name. If things go well, you’ll be stuck with it for a long time. If things go very well, you might just add a new word to your language, if not to several languages, as demonstrated by Hoover, Xerox, Kleenex, and, well, Portaloo. 

While logos play a major role in how we see a brand (see our guide to logo design), verbal communication means it’s still through a name that we usually first encounter a brand, spread it through word of mouth, ask for it, and look it up online. 

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Joseph Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment for creatives, from monitors to accessories and office supplies. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives, where he manages a team of designers, photographers and video editors who specialise in producing visual content and collaterals for the hospitality sector. He also dances Argentine tango.