The Brand Names Report 2026 is here
We’re excited to announce the release of The Brand Names Report 2026, a collaborative research project from Rob Meyerson of Heirloom and naming strategist John Elliott of Elliott Verbal.
Each year, thousands of brand names are launched, replaced, or retired—but only a handful make headlines. This report examines the stories, trends, and research shaping how brand names are created, perceived, and evaluated today. Drawing on hundreds of new names, industry commentary, and academic research, the report offers a grounded look at what’s happening in naming right now—and where it may be heading next.
What’s inside the report
Brand names in the news
From high-profile launches to controversial renames and naming reversals, the report highlights notable naming moments from the past year.
Startup naming trends
An analysis of company names in Y Combinator’s 2025 cohort reveals a noticeable shift in tone. Startups are moving away from quirky or playful names and toward ones that signal competence and technical credibility—often through bolder animal names, alphanumerics, longer descriptive names, and more assertive-sounding coined words.
How new names perform
Using polling data from brand identity review site Brand New, we examine which types of names resonate most with the site’s audience. Real-word names continue to outperform other constructs on average, while abbreviations tend to generate the most negative reactions.
The latest naming research
Recent academic studies explore topics like possessive brand names (Trader Joe’s), strategic misspellings (Froot Loops), reduplicated names (Tic Tac), and geographic naming (New York Pizza). Each study offers new evidence about how linguistic choices influence brand perception.
Together, these insights help paint a clearer picture of how naming is evolving and how brand leaders can think more critically about naming decisions.
Download the report
The Brand Names Report 2026 is designed for brand leaders, marketers, founders, and naming practitioners who want a deeper understanding of how brand names work in the real world. Did we mention it’s free?
