An effective brand name conveys the consumer’s need for a particular product, it has been claimed.

John Hoeppner, president of brand identity firm NameQuest, recommends choosing an effective product name ahead of launch as a means of maximising sales potential.

He says: “The goal of effective name research is to choose a product name that reflects and fits the customer’s needs so precisely that the name sells the product.”

But he notes that considering brand names as an area of marketing remains a relatively undefined area.

As a result, Mr Hoeppner asserts that some marketing managers may misunderstand the topic or fail to take it fully into account ahead of a new product launch.

He warns that verbal communication in the form of brand names should be seen as “critical” in the modern climate.

Professional services firm Sodexo changed its name in January from Sodexho as it claimed the ‘h’ was often associated with its hotel and foodservices business.

By removing the letter from its name, the organisation suggested it should be able to strengthen its perception as a facilities management provider - as well as being easier to spell.