Abstract
The brand name is a key element of a brand’s identity. However, they are sometimes neglected within the digital domain, affecting how products and firms later perform. This paper reviews the literature, and based thereupon, discusses some key features that make brand names more effective. Features are organised into a framework comprising four broad areas related to firm strategy, consumer processing, language and other aspects. Features are exemplified via brand names from the digital realm with some actionable guidelines provided. The framework offered will help digital practitioners develop stronger brand names, and steer naming practices within the sector towards a more objective, intentional and structured approach.
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