Founder of consulting firm, Eqvarium, discusses the role a name plays in brand building and engagement.
According to Nilsson, there are numerous considerations any organisation needs to bring to choosing its name. Primary among these are legal and intellectual property considerations, and whether the name can be protected in all markets where the company might want to operate – especially given the value that is often attributed to brands.
“A strong name that you have protected with the intellectual property rights will increase the value of your company at a potential exit,” Nilsson said.