What is „naming“?

“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.