“Naming“ is the designation for brand name development and denotes the process of finding a brand name for a product, service or new company. As a naming and branding agency, innomark covers all necessary steps of a professional name creation and brand development procedure. With many years of experience at national and international level, we serve all companies from small-sized startups through to large global players as a competent partner and brand expert.
How to develop a successful brand name
A brand name must not only be catchy, strategically reasonable and legally suitable. It should also distinguish itself from the product names of competitors and be easily pronounceable and legible in all target countries. In order to avoid any negative associations on the international market, it is mandatory to carry out professional linguistic and cultural checks by native speakers and check them for potential linguistic or cultural obstacles or misunderstandings. When launching new brands, even large companies are often confronted with linguistic and cultural problems that only arise at introduction on the market and cannot be resolved afterwards. In line with the name creation process, it frequently happens that insufficient attention is paid to internationality or legal suitability of a name. Whereas many changes take place in all stages of brand communication within the life cycle of a product, its naming is a decision for a whole product life. The name is the only element within the marketing-mix that remains - or should remain - unchanged, and that constitutes the solid base for the whole establishment of the brand story.
Naming includes brand search
Of course, innomark ensures in all name development projects the conceptual, communicative and creative integrability of the future brand into the existing name portfolio, as well as the linguistic and legal suitability without any danger of possible trademark conflicts with owners of third-party rights. For this, we carry out comprehensive and entire brand searches (identity, extended-identity and similarity). In addition, conceptual and linguistic checks will complement the safeguarding of a brand at international level. Depending on the type and scale of the conceptual formulation, the following legal opinions can be carried out either by your legal experts or by our internationally experienced trademark attorneys in all required target countries.