
How to Teach Students to Create Business Brand Names
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: 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: 2. Emotion-Based Naming Strategy Some brands choose a name that reflects how customers should feel. Example: Nike Students might brainstorm emotions like: 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: Step 2: Evaluate the Names Have students discuss or reflect: Step 3: Peer Feedback Students can present their ideas and vote on: Peer feedback helps students think critically about branding and marketing. Reflection Questions for Students Encourage deeper thinking by asking students: 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: 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.








