Harnessing AI and NLP Tools for Innovating Brand Name Generation and Evaluation: A Comprehensive Review

Abstract

The traditional approach of single-word brand names faces constraints due to trademarks, prompting a shift towards fusing two or more words to craft unique and memorable brands, exemplified by brands such as SalesForce© or SnapChat©. Furthermore, brands such as Kodak©, Xerox©, Google©, Häagen-Dazs©, and Twitter© have become everyday names although they are not real words, underscoring the importance of brandability in the naming process. However, manual evaluation of the vast number of possible combinations poses challenges. Artificial intelligence (AI), particularly natural language processing (NLP), is emerging as a promising solution to address this complexity. Existing online brand name generators often lack the sophistication to comprehensively analyze meaning, sentiment, and semantics, creating an opportunity for AI-driven models to fill this void. In this context, the present document reviews AI, NLP, and text-to-speech tools that might be useful in innovating the brand name generation and evaluation process. A systematic search on Google Scholar, IEEE Xplore, and ScienceDirect was conducted to identify works that could assist in generating and evaluating brand names. This review explores techniques and datasets used to train AI models as well as strategies for leveraging objective data to validate the brandability of generated names. Emotional and semantic aspects of brand names, which are often overlooked in traditional approaches, are discussed as well. A list with more than 75 pivotal datasets is presented. As a result, this review provides an understanding of the potential applications of AI, NLP, and affective computing in brand name generation and evaluation, offering valuable insights for entrepreneurs and researchers alike.