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:

	Energizer NIGHT STRIKE Energizer was introducing a line extension to their new Hard Case® line of professional lighting products. This new line of lighting products was to be targeted toward outdoor recreational activities; primarily hunting enthusiasts who go on extended outdoor trips. BrandClarity created the name Night Strike to communicate the preferred positioning of activity, ruggedness and brightness for this new line lighting products. The new trade name has been so well received that it is being extended into their military lighting product line.
	Johnson & Johnson - Soothing Naturals Johnson & Johnson recently launched a new baby moisturizer that helps soothe lips and skin irritation from dryness. The trade name Soothing Naturals was developed to communicate not only the soothing nature of the product, but also to speak to the trusted natural ingredients that work together in an exclusive formula to provide superior moisturization for a baby's delicate skin.
	PPG - Alteos PPG was seeking to create new international brand and category names for their new electrochromic dimmable aerospace windows. The product replaces traditional window shading systems and eliminates much of the maintenance and warranty costs associated with these types of systems. PPG required an international trade name that was distinctive and had an interesting story which could be communicated to their customers. The new trade name needed to be legally available internationally in multiple trade mark classes. BrandClaritycreated the name Alteos from the Latin prefix Alt from "Altus" meaning high or noble denoting performance and the suffix "Eos" which in Greek means the Goddess of the Dawn. This new word gave PPG a distinctive legally viable trade name which had an interesting and memorable story behind it. BrandClarity also developed the category name "Interactive Window Systems" to further communicate the highly customizable interactive nature of this new product line.

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.