This research takes into account the fact that the way in which a brand name is conceived can influence in the construction of the companies or products/services identities and consequently influence in the creative process and the designer´s method of work. This way, we created the hypothesis that creative and strategic solutions to the construction of companies and products identities are influenced by the Naming process. To this end, a lot of interviews have been made with autonomous professionals and others connected with offices with headquarters in the city of Rio de Janeiro and São Paulo and that work in the segment of Corporate Identity and Branding. The intension was verifying what the current vision of the concepts of brand and brand identity is, and until what point the designers involve themselves in the conception of brand names. After the analysis of the results, it was verified that there is a new scenario being formed in the design market in Brazil, where various companies that used to specialize in only supplying design projects are gradually migrating to Branding territory; following the tendencies historically verified abroad. The data obtained from the research aims to contribute to the understanding of the insertion of these new activities, Naming and Branding, in the designers work field, at the same time that they help to comprehend the role of this professional in the construction of this new scenario.