Brand Naming

The "Brand Naming" service allows you to create an impactful and effective name for a company, product or service.

Brand naming is one of the services in the practice area of “Trademarks registration“.

With the highly qualified advice of the Firm’s professionals, the service allows you to select a valid brand name that will be effectively recognised by the public.

Our brand naming service includes novelty searches and verifications of the legal validity of the sign.


The Brand Naming service is requested by companies and professionals who wish to design the right name for companies, new products or new services. More specifically, the service is requested by:

  • Individuals;
  • Freelancers;
  • SMEs and entrepreneurs;
  • Start-ups;
  • Large enterprises;
  • Communication/Advertising agencies;
  • Designers and architectural firms.

It should be noted that Canella Camaiora Law Firm also actively collaborates with Communication and Advertising Agencies for the design and verification of trademarks (names, logos, slogans).

The assistance in the naming strategy is also requested during the re-branding or renaming of existing products or services. It is necessary to ‘rename’ a product, service or company when the message conveyed by the brand needs to be modified. Renaming is sometimes made necessary by acquisitions or mergers between several companies. Renaming is essential in cases of counterfeiting or infringement, when the current name interferes with an earlier trademark. Companies generally also want to change their names to enhance their commercial appeal.


Among the services provided by Canella Camaiora Law Firm, the Brand Naming service is one of the most requested and appreciated.

It should be noted that the trademark design activity carried out by the firm automatically includes the service of “Trademark Novelty Search“, which is preparatory to the registration of the trademark itself.

Canella Camaiora Law Firm’s consultancy is aimed at the creation of the brand (name, logo, slogan) in compliance with the best naming techniques.

The Client may use confidential materials (such as analysis tools, informative check-lists, etc.) prepared by the Firm to accurately pinpoint the elements relevant to the design of the trademark:

  • corporate values and product/service features; 
  • target audience requirements; 
  • market, competitors and lead products.


For over ten years the Canella Camaiora Law Firm has been advising companies on choosing the most suitable “names” to catalyze the public’s attention. According to a survey conducted by the Italian financial newspaper IlSole24Ore-Statista, the Canella Camaiora Law Firm has been awarded as one of the best Italian law firms in the area of Intellectual Property (Trademarks, Patents, Copyright) for the third year in a row (2020-2021-2022).

The naming strategy, in addition to legal knowledge, requires expertise and experience in communication, social sciences and marketing. During the development process, the best naming techniques are implemented, along with the Firm’s confidential checklists and analysis tools. This service also automatically includes legal verification of the validity and non-interference of the chosen name.

The multidisciplinary experience we have acquired allows us to assist our Clients in the best possible way, creating memorable brands and minimizing the risk of legal disputes.


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