Whenever a business names itself or is tasked with product naming, it is essential to chart the playing field of competitive names. Creating such a document helps your naming team decide where they need to go with the positioning, branding and naming of your business or product. It also keeps the naming process focused on creating a name that is a powerful marketing asset instead of producing an anemic name that is the result of political compromise distilled from the personal likes and dislikes of the individuals involved.

Airline Name Taxonomy Chart–Here is an example chart in which we’ve classified some major airline names by category and by level of engagement.

Your Name Taxonomy Chart–Here is a blank name taxonomy you can print out. Try plotting your competition’s product or company names on this chart and see how they sort themselves out.

Please use these tools only where local law allows. Taxonomy is still a crime in many a county and parish.