Naming
Professional development of the name requires understanding of the company or goods for which it is developed (features, strengths, benefit, etc.); competitors (positioning, names, price categories, features, etc.); consumers (values, priorities, lifestyle, expectations from commodity category, perception of quality, feature of consumption, etc.); positioning and identity of a brand. Thus, the stage of a naming is carried out after the marketing analysis, development of positioning and identity of a brand.
Main stages of a naming:
- Formation of the specification.
Definition of the purposes and tasks, requirements and criteria to which there has to correspond the developed name. Results of the analysis of object of a naming, competitors and target audience, the customer's wish are considered. On the basis of works of this stage specialists in a naming receive the specification, including so-called thematic concepts of names.
- Development of versions of names.
At this stage which is carried out by specialists in a naming in agency as a result of alternation of group and individual methods of a creative versions of names of a brand are born.
- The analysis and testing of the developed versions of names.
After development all offered names are tested for compliance to the specification and requirements which are usually imposed to the developed names. The options which are most suitable the set parameters get out of the general list. By these options testing by a wide range of criteria and the express analysis on patent purity is held further.
- Presentation of the main versions of names.
Among the developed and analysed names the main options in the quantity which is in advance stipulated with the client are selected. From agency the presentation with the names, justification of their brendingovy potential accompanying them images and comments is prepared.
- Legal examination of the chosen name.
By results of the presentation of names to the customer, the last the priority version of the name with which further work is carried out is chosen. The name chosen by the customer on identity, similarity, novelty with providing the conclusion about protectability concerning goods and services is analyzed.