the path to Naming

BRANDFEVER the path to NAMING Your name is the basis of your brand, and must be carefully planned and selected with purpose. A great name can help your company, product or service stand out in a crowded market. It can position you as a leader, convey your culture and even explain what you do in a word or two. APPROACHES TO NAMING DEVELOP AND PRIORITIZE OBJECTIVE CRITERIA to evaluate the names you generate. Include an analyss of competitors' names. Test that you glve your top selection: HERITAGE Use the founder/inventor's name Hewlett-Packard Sounds good over the phone. DESCRIPTIVE Describe wkat you do Southwest Airlines, General Motors Won't be constantly mispronounced or misspelled. Can be registered in your state and passes trademark infringement search EXPRESSIVE Emotional and compelling; often a wori taken out of context Apple, Target, Oracle Conveys what you need it to convey. Isn't confusing. Has a URL and social media pages that works with it. INVENTED Make up a word Google, Skype Translates in other languages. EXPERIENTIAL Benefit orlented; often a verb or adjective followed by a noun Outward Bound, Netacape Paychologita kav found that sharen nmparie wih uytoproncunoE m signiicartly outperform tho wah hardtoproncunce - PNAS.ORG FINAL SELECTION TEST THE NAME PROTECT YOUR NAME CREATE BRAND IDENTITY with a highly targeted group through state registration and trademark search and visual expression