How to recognize a bad brand name?

For several years, I have insisted on the lack of objective criteria for assessing brand names. Once marginal, the name has now become a central vector of branding and communication strategy, especially when we know how to exploit its leverage. Why recognize a bad brand name? Responding beyond the usual “I like/dislike” allows you to identify the profile of good, even excellent or exceptional, brand names. How to recognize a bad brand name? Here, in order of importance, are the different criteria that indicate them. #1 – It is forgotten It leaves no trace and nothing encourages its memorization. It is swept away in the deluge of daily information to which we are subjected. According to various studies, we went from exposure to 1500 advertising messages/day in 1970 to 10 today! Emerging in this context is a challenge, it’s…