When naming your new product, service or company you have to deal with many different questions: What does our brand stand for? How can I convince people of this brand? How does our future brand differ from the brands of our competitors? What do people associate with the brand? From analyses to brand strategy and creative implementation, innomark GmbH is one of the first addresses to answer these questions as a competent consultant and partner.

The German AXA Group has an extensive portfolio of used product and service names. Due to the large number of new insurance products, the existing naming practice can no longer be expanded. Trademark law and conceptual limitations become apparent and lead to a critical review of the previous brand strategy and a rethinking of customer orientation. innomark has developed an evolutionary labelling concept for this purpose which has a forward-looking and logically consistent structure while taking into account the brands and terms already in use. The concept leads to a strengthening of the umbrella brand AXA and to more transparency for customers and employees. In addition, future name development will be more cost-effective and, thanks to appropriate guidelines, simpler and faster.