Of all the elements which make up the brand image of a product (advertising message, package, price, etc.), the name is perhaps the least scientifically analysed. Very often, no research is undertaken on the "suitability" of a name to a product; in those rare cases that some research is conducted, the problem of the choice is solved through a rough, empirical analysis or due to a copywriter's intuition. No objective criterion whatsoever seems to guide this field of marketing so that certain guidelines on how to proceed with the creation and choice of a name should be laid out. The objective of this paper is to show how arbitrary, empirical decisions can be eliminated from this field and how the problem of the choice of a name can be formulated along rational, if not purely scientific, lines. Let us begin with a short definition of the subject matter.