The everchanging world requires brand names which will not fade into insignificance the in a short period of time. Brand names had become a tool more important than ever when it comes to brand recognition as well as the general acceptance and perception of a both new and old brands. In order to approach a consumer who is frequently bombarded with brands from every possible perspective it is of utmost importance that the name of a brand is something that on its own shares a certain message. Because of that, brands have started to focus more and more attention on the name perception and the naming principles which are rooted in the basic linguistics of languages. By implementing certain principles companies are able to influence the decision-making process of the consumer and in that way become more successful. For the world in which people buy things because they want them, and not need them, the perception a brand name shares to the consumers, as well as the perception a consumer is developing towards the brand is very significant for a long coexistence of a brand and the consumer. The empirical part of this paper is focused on the testing of theoretical background in the real world in order to empirically prove the importance of implementation of basic branding principles in the brand naming process.