"How To Create A More Valuable
Name For Your Perfume"
Launching a new perfume? Or thinking about
developing one? A good name alone could
make your project more valuable!
Names are important. Pick the wrong name and you might get sued. Pick the right name and not only do you sell more perfume, you add a valuable trademark to your business. Most perfume names neither help nor hurt. Most perfume names neither inspire nor infuriate. They waste an opportunity. Yet people continue to name perfumes without ever bothering to ask, "Isn't there some guidebook that can help me develop a high-value name?"
Guidelines do exist
The most obvious rule is you don't take someone else's name. But each year more than 1,000 new fragrances are launched and each must have its own unique name. That means every ten years 10,000 names become off limits to you. You need to know, now, how to avoid picking a name that has already been taken while establishing rights to names you have developed. Then, in years to come, other marketers will be careful not to use your names, unless they first pay you.
There is a second piece of common wisdom in developing a name for a new perfume. The name should reinforce the story behind the perfume and harmonize with the scent of the perfume so that name and scent tell the same story. The name, which reflects the story behind the perfume, should also suggest graphic images for the marketing campaign and perhaps even music. (I've added music to some of my own fragrance web pages. You can download these tunes free.)
These obvious considerations are only part of the story. Major marketers want to be assured, before they move ahead, that a name they have chosen can be registered as a trademark. Sometimes it cannot. Then there can be issues with the name in other countries although this may be of no concern to you. But once a name has been selected and advertising scheduled, changing the name of your perfume can be awkward and expensive.
A personal testimony
Like many, I've named perfumes (and other products) without giving much thought to the process. After all, I had, early in my career, named products that were marketed quite successfully. Why should perfume be any different — so I thought.
Then, out of the blue, I had an offer from someone who wanted to buy one of my names. When the deal was done and the check cashed, I began to look over the names of my other fragrances. What I found surprised me. Only one had a seriously good name! Now maybe I'll rename some. And I'll certainly spend more time on the naming process in the future.
Get it right before
you start writing checks!
There is a path to follow when you're naming a new fragrance. There are steps you can take to make your fragrance name more valuable. You can't sell a fragrance without a name so why not take just a bit more time, give yourself a bit of guidance, and come up with a better, more valuable name. It is definitely worth the effort and it is all in this book — "How To Create A More Valuable Name For Your Perfume."