A name is just a name as long as it does not drive off any segment of your prospective market. Tactical to me means ar-15 junky accessories. If thats your target market go with something like that. No offense to your hide name intended.
If you're selling used Holland & Holland shotguns that may not work. If you have no intention on national sales. A reference to your local geographic intended market may help.
"Choosing a name for your business
The first thing a customer will notice about your business is its name. Creating the right first impression is essential, but not as easy as it looks, as Afsheen Latif finds out
Inspiration for business names can come from almost anywhere. Some names are playful, such as The Cod Father fish and chip shop. Others, such as The Village Bakery, are more functional.
But all effective business names project a strong image that sticks in the mind of customers. Whether you are re-naming a developing business or starting a new one, the name you choose could make a serious difference to your chances of success.
"The wrong name can project an unclear identity about your business, whereas a strong name can accelerate brand awareness," explains David Thorp, director of research at the Chartered Institute of Marketing.
Factors to consider when choosing your business name
Think about your target market, your product or service and the image you want to project. Is it better for your name to be functional or creative? Should it convey personality or reliability? Pick the wrong one and you could be stuck with it for a long time.
"The safest bet is the 'does what it says on the can' approach to business naming," stresses Thorp. "Early Learning Centre and Kentucky Fried Chicken are good examples. A name that has relevance identifies the company clearly - perhaps Habitat, therefore, is a better name than Ikea.
"But whatever style of name you choose, it should differentiate you from competitors," he continues. "Naming your company A1 Cars may get you a listing at the top of the phone book, but customers will struggle to remember if you were AA Cabs or A Star Drivers next time they want to book a taxi."
Pitfalls to avoid
When thinking of names, steer clear of those which are a mouthful when you answer the phone, that would look awkward on stationery, or are tricky to type as a web address. Avoid anything that could restrict your business development.
"Names that restrict a company to its geographical location can create problems," Thorp explains. "Western Hotels became Western International and finally Westin.
"Using your personal name can be limiting, too, especially in a service industry where clients may feel they are not getting their money's worth when Mr Smith is no longer able to handle their business personally," he adds.
Legal constraints
Before committing to a name, search the National Business Register to check the name you want to use has not been registered or trademarked by another business, and that the website address is available.
You must also avoid using words such as 'National', 'Royal' or 'Chartered' which could bring legal action. If you are a sole trader or partnership, you cannot include the words 'limited', 'Ltd' or 'plc', but you are allowed to register the same name as another business - providing it does not trade near you or is nationally known.
"While a Mr Harrod might fancy opening a shop called Harrods, it probably wouldn't be a good idea," Thorp concludes. "
Choosing a name for your business | Marketing Donut
The Best Way to Name Your Product 2.0
by Marco Bertini, John Gourville, and Elie Ofek
When managers at the golf equipment company Callaway launched the successor to its Big Bertha driver, in 1995, they faced a challenge: What should they call it? They settled on Great Big Bertha, which was followed two years later by Biggest Big Bertha. It’s a clever progression—but is it the right way to name next-generation products?
Although there’s ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in industries ranging from automobiles to digital cameras.
Companies have two basic strategies to choose from. They can stick with a name, as Cadillac did during the 45-year run of its Coupe de Ville—often adding a sequential indicator, as Callaway did with its Berthas. We call this brand-name continuation. Or they can come up with a new name for the next version, as Nintendo did with its N64, GameCube, and Wii gaming platforms. We call this brand-name change.
Which strategy works best? It depends. In laboratory and field studies involving hundreds of subjects, we found that when consumers see a brand-name continuation, they expect improvements to existing features. When they see a brand-name change, they expect fundamentally new features, and they perceive the product as riskier (likelier to fail or more prone to compatibility problems with previous products) but potentially more rewarding (higher in quality, more satisfying to use). These findings suggest three questions that managers choosing next-generation names should explore:
What is the target market’s attitude toward risk and reward?
Consumers’ risk tolerance varies widely from one demographic to another. Young people typically accept risk in exchange for greater reward; for example, they often prefer an entirely new video game despite the higher likelihood of glitches. The Wii was Nintendo’s fifth home video game console; its name change signaled a dramatic departure from previous generations. Microsoft Office caters to business users who care more about consistency than novelty, so it uses brand-name continuation to highlight its reliability.
What are the consequences if things go wrong?
Consumers’ perceptions of risk depend in part on the setting. Error is less acceptable in business and social contexts than in private. Whereas Honda wisely stuck with Accord for each iteration of its family sedan, Gillette gave new razors their own names (Sensor, Fusion). In addition, the possibility of error is more easily tolerated when backups are available. In one lab experiment we conducted, subjects asked to select a new camera for a vacation typically chose a next-generation model with a new name when a family member would also be taking a camera; otherwise they opted for a (presumably) more reliable same-name camera.
What is the competitive landscape?
Your relative strength in the market also matters. In the mid- to late 1990s, AMD’s K5 and K6 microprocessors trailed Intel’s Pentium series in sales. So in 1999 AMD gave a new name, Athlon, to its next-generation processor, which did much better in the marketplace than its predecessors had.
Names set expectations. Above all, make sure your product delivers on them. Because it had a new name, Microsoft’s Vista operating system primed consumers to expect dramatically new capabilities that the software did not actually have. The company thus mismanaged expectations. Callaway’s brand-name continuation pointed to steady but not radical improvements—a perfect message for golfers, who don’t want surprises to ruin their games.
The Best Way to Name Your Product 2.0 - Harvard Business Review
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