Brand names

Where does a venture begin? Obviously with a concept, from the initial idea. It is summarised in words and other sign elements (diagrams, figures, tables), but there is no doubt that inevitably, any project starts with a name. It is only so long that a venture can continue without one – it will simply never progress.



This is how we approached the issue of branding or, more broadly, word formation. Very often newly invented brands are words that have to be filled with meaning or context. 25 years ago no one knew what "to google" meant, but “hoovering” and “kleenex” were already part of everyday life.



Interestingly, brands have their own value. Unlike many other words they have their own market price, and various expert rankings exist to evaluate their strength. According to the Interbrand Best Global Brands 2019 Ranking, for instance, Google's brand was valued at $167 billion. In general, we know what is behind this number.



Over the 22 years of its existence, Google has provided millions of services for billions of people, reached a capitalization of $1 trillion, has been spending an astonishing amount of funds on development, including brand development. A more detailed methodology is published by the authors of these assessments. Those interested in the details will be able to easily find the information with a little googling.



One thing is clear: decades of purposeful, mindful activity and the investment of billions in promoting the brand, including the brand name, will inevitably make the name a multi-billion dollar asset. This is how all brands grow.