What's In A Name: The BrandClarity Blog

The Product Naming Development Update is a recurring post from BrandClarity to inform our readers of our new and exciting verbal brand development projects.

We offer two different approaches to product naming:

MarketVise is the most market-intensive trade name development process available. It utilizes multiple stages of creative and market research to deliver target market endorsed, legally viable, linguistically appropriate names to communicate your positioning.

Creative JumpStart is our pay-as-you-go list methodology which delivers 15 legally prescreened trade name candidates submitted to the client in increments of five names each. A client feedback session is conducted after each list submission.

Recent Product Naming Results:

	Bloom Food Lion, a subsidiary of Delhaize Group, is one of the largest supermarket chains in the United States with over 1300 stores. Food Lion sought to create a grocery concept which was deisgned as an uncomplicated way to shop with the freshest products available. The company desired a trade name which communicated these attributes. In addition to the brand name, Bloom, the tagline "a different kind of grocery store" was created to communicate their desired positioning.
	Honda Clarity Honda introduced its new zero-emission hydrogen power fuel cell sedan. BrandClarity was tasked with creating an international trade name which communicated not only the no emissions benefit, but also Honda's clear environmental focus. Clarity as a brand name very effectively accomplishes both those objectives.
	BUSH'S GRILLIN' BEANS BrandClarity was retained to create four new flavor names for BUSH Brothers' line of GRILLIN' Beans. The flavor names created include: Smokehouse Tradition, Southern Pit Barbecue, Steakhouse Recipe and Bourbon and Brown Sugar. BUSH'S required that each flavor name capture the essence of the each product's taste. All names were paired with the products in taste tests to insure that they properly communicated the consumer's perception of product taste.

BrandClarity's clients include companies such as: FedEx, Sony, KIA Motors, Johnson & Johnson, Coca Cola, Abbott, Kraft Foods, YUM!, Diageo and Clorox. No matter the time line or budget, we pride ourselves on crafting custom solutions to help our clients solve their product naming and marketing issues. If you have any questions or would like to discuss any possible project initiatives, contact BrandClarity.