This is a critical first step of the naming process. Who are your competitors? How are they positioning themselves? What types of names are common among them? Do their names project a similar attitude? Do their similarities offer you an opportunity to stand out? How can the name help you define or redefine your brand?
Understanding the strength and style of competitive company or product names brings powerful insight to the naming process. It helps the team uncover the best positioning, branding, and name for your company or product. It also keeps the process focused on creating a name that is a powerful marketing asset, one that works for your brand and against your competitors.