With the increasing number of small and medium enterprises in industrial food establishments, many similar food products with different brand names are available in markets. Commoditization and globalization increase the intense competition in local food products markets like Malaysia. Under this circumstance, the brand names of food products play an essential role as they are used as a prominent differentiation among similar products and help consumers infer preference. The main objective of this paper is to examine to what extent a brand name of food products may influence consumer buying behavior towards food products. Brand name variables tested in this study are marketing and linguistic components. The linguistics components comprise phonetic, morphological, and trendy semantic requirements. 200 hypermarket and supermarket shoppers volunteered to participate in this study. The findings show consumers pay significant importance to the marketing component and trendy semantic requirements of a brand name when deciding to buy food products. Marketers can use the findings of this study as initial knowledge of the brand naming process and guidelines for strengthening their branding strategy