Because brand names are such valuable assets, it’s essential to get brand naming right first time. Our methodical process aligns naming with the brand and business strategy, reinforces the brand purpose and uses filters for domain name availability and trade mark searches, conducted by our own team of trade mark attorneys.
Our brand naming process
Brand naming projects require a clear commercial understanding of the brand proposition, the market/s the brand name will be competing in andexpert knowledge of the brand protection and trade mark process. From the outset, we recognise the brand name will become a valuable brand asset, which only retains value if you can protect it in all your key markets.
We avoid unsuitable choices by filtering all name candidates for pronunciation, linguistics, cultural double-meanings and trade mark and domain checks – only proposing names with a high chance of achieving trade mark and domain name registration. This ensures that we maintain momentum and only deliver viable shortlist name candidates that meet the brief.
Once the final name is agreed, we work with our own trade mark attorneys to secure trade mark registrations around the world and then manage them with trade mark watching services that alert any potentially conflicting applications, delivering an end-to-end brand naming service.
Product brand names
The choice of name is crucial to any product’s success. It must fully support a product’s promise to its customers, partners or other stakeholders, whilst being memorable, distinctive and relevant. By attracting and engaging its target audience, a good product name will enhance awareness, differentiate from competitors, support the desired brand experience and build trust.
As global markets become ever-more competitive, distinctive product brands – fully protected as trade marks – become increasingly valued as business assets and differentiators for their owners.
IP strategy, trade marks and brand asset management
Our brand strategy services include how to protect brand intellectual property, such as new brand names.
At an early stage in each project, we use specialist advisers to audit a client’s brand IP portfolio to assess whether there are assets that can be better secured, undervalued or can be retired once they are no longer relevant. This focuses on the value of IP assets, to realise any latent value or reduce brand asset management costs.
Our advisers conduct trade mark searches in any market in the world, and then assist with trade mark registrations. We can organise other services such as trade mark watching - monitoring new filings to ensure that no infringements occur - to ensure that the value of trade marks are fully protected.
Web domains can also be an important business asset. We propose domains that are relevant to the brand name, assessing the availability of domains early in the process, and offering alternatives that are logical, cost-effective and memorable. Where required, we negotiate and purchase suitable domains.
We also manage domains for our clients, ensuring that they are held securely and renewed automatically.
Our naming services
- Brand naming
- Product naming
- Sub branding
- Brand naming architectures
- IP strategy
- Trade mark searches
- Trade mark protection
- Domain strategy
- Domain acquisition
- Trade mark watching services
- IP asset management
See our naming case histories