Naming

Question 1

The job of a name

Answer 1

• Create awareness
• Help position the brand
• Support sales

Question 2

When should you consider naming?

Answer 2

- When new to market
	○ Launching a new product
	○ Starting a new company/division (example: Zenuity from Volvo)
	○ International expansion
- Renaming company or a product
- Mergers, acquisitions & spin offs

Question 3

Branded house

Answer 3

where the house brand is used for all products, e.g. volvo

Question 4

house of brands

Answer 4

a lot of different products, separate brands in one company

Question 5

What to avoid in naming

Answer 5

• Being a copycat
• Restrictive
• Being annoying
• Spelling challenges
• Being tame
• Cursed
• Hard to pronounce

Question 6

Don’t let you trademark…..

Answer 6

• Become a word in a dictionary
• Be used generically by others in the trade
• Generically by media