An Entrepreneurship Classroom Resource for Educators

One of the most exciting moments in entrepreneurship education happens when students name their business.

It may seem like a small step, but choosing a business name teaches students powerful lessons about branding, strategy, creativity, and identity. A company name is often the first impression customers have—and successful companies rarely choose names randomly.

By teaching students how businesses develop brand names, educators help them think like real entrepreneurs.

This classroom activity introduces students to branding strategy and guides them through creating their own business names.

Why Business Names Matter in Entrepreneurship Education

A company’s name does more than label a product. It communicates a story.

A strong business name can signal:

• What the company does
• How the brand wants customers to feel
• The founder’s identity
• The company’s long-term vision

Understanding this helps students see that branding is a strategic part of starting a business, not just a creative exercise.

Famous Business Names Students Will Recognize

Using real-world examples helps students understand how branding works.

Nike

Nike is named after the Greek goddess of victory.

Teaching insight:
The name reflects the feeling of winning, achievement, and performance.

Adidas

Adidas comes from the founder’s name: Adolf “Adi” Dassler.

Teaching insight:
Some companies build their brand directly from the founder’s identity.

Apple

Steve Jobs intentionally chose a name that felt simple and approachable, especially in a highly technical industry.

Teaching insight:
Unexpected simplicity can make a brand stand out.

Google

Google was originally called Backrub before the founders changed it to Google, inspired by the mathematical word “googol.”

Teaching insight:
Brand naming is often iterative. The first idea is not always the best one.

LEGO

LEGO comes from Danish words meaning “play well.”

Teaching insight:
A business name can communicate the company’s mission.

Amazon

Amazon was named after the largest river in the world, reflecting the company’s ambition to build something enormous.

Teaching insight:
Some business names communicate scale and vision.

3 Business Naming Strategies to Teach Students

Students can use several strategies when creating business names. Introducing these frameworks helps them approach naming intentionally.

1. Personal Name Strategy

Some brands use the founder’s name or initials. Example: Adidas

Students might use:

• Their own name
• Initials
• A combination of names from team members

2. Emotion-Based Naming Strategy

Some brands choose a name that reflects how customers should feel. Example: Nike

Students might brainstorm emotions like:

• Confidence
• Adventure
• Success
• Comfort
• Excitement

3. Symbolic or Unexpected Naming Strategy

Some brands choose names that are simple but symbolic. Example: Apple

These names are often memorable because they spark curiosity.

Classroom Activity: Create Three Business Names

This entrepreneurship classroom activity helps students experiment with branding.

Step 1: Create Three Names

Ask students to create three possible names for their business:

1. A personal-name brand
2. An emotion-based brand name
3. A symbolic or unexpected brand name

Step 2: Evaluate the Names

Have students discuss or reflect:

• Which name is the most memorable?
• Which best represents the product or service?
• Which would make customers curious?
• Does the name match the company mission?

Step 3: Peer Feedback

Students can present their ideas and vote on:

• Most creative name
• Most professional name
• Most memorable brand

Peer feedback helps students think critically about branding and marketing.

Reflection Questions for Students

Encourage deeper thinking by asking students:

• What story does your business name tell?
• Does the name describe what you sell or how customers will feel?
• Is the name easy to say and remember?
• Would the name still make sense if the company grows?

These questions reinforce the connection between branding decisions and long-term business strategy.

The Big Lesson: A Business Name Is the Start of a Brand

When students create business names, they are doing more than brainstorming.

They are practicing real entrepreneurial thinking.

A business name represents:

• Identity
• Strategy
• Vision
• Brand storytelling

When students understand this, naming becomes purposeful, creative, and meaningful—and they begin thinking like entrepreneurs.

Educator Tip:
Pair this activity with a student logo design activity or marketing pitch so students can extend their brand into a full business concept.