Apple names products descriptively: iPhone, iPad, MacBook. Procter & Gamble uses unique names: Tide, Ariel, Fairy. Your product naming strategy determines if customers associate quality with your company or just the product.
Descriptive Product Names
iPhone, iPad, Apple Watch. Parent brand carries reputation. Product names just describe category.
Unique Product Names
Tide, Ariel, Fairy (all P&G). Each builds separate reputation. Parent company invisible to consumers.
Hybrid Approach
Sony PlayStation, Microsoft Xbox. Parent brand + unique product name. Balance recognition and differentiation.
When to Separate
Targeting different customer segments. Parent brand has baggage. Products compete with each other.
Trademark Complexity
Unique names = separate trademarks for each. Descriptive names = one trademark covers all. Cost implications significant.
Warning: Can't easily switch strategies mid-market. "iPhone" to "Apple Phone One" would destroy brand equity. Choose strategy before launch.
Generic Names Can't Be Trademarked
If you want legal protection and a name competitors can't copy, make it distinctive from day one. Applies to both parent and product names.