Brier Dudley from the Seattle Times reports Comcast is rebrandingtheir services under the name Xfinity. Brier is keen to note that while this name implies "infinity", Comcast has recently imposed limits on customers' bandwidth.

It appears that Comcast is testing the new product naming to shake off the negative connotations attributed to their quality of service. Comcast has been given credit for their presence on Twitter, and they seem to be placing a higher value on customer service.

So, what do you think of Comcast's new brand name? Would you name it something else if given a chance? Drop us a line in the comments!

When developing a new product or brand, there's only one opportunity for the perfect trade name. MarketVise is a methodology that guarantees the delivery of a legally viable, linguistically appropriate, market endorsed trade name that fits the brand positioning.

There are four key areas that need to be addressed within a trade name development process:

1. Target Market Endorsement
   To be effective, a new trade name must be endorsed by the target market. To ensure that trade name candidates are endorsed by your target market, BrandClarity conducts two waves of formal market research at an intermediate and final stage.
   
   
2. Internal Subjectivity
   Verbal brand development is a very subjective process. The more people involved, the more opinions. Since BrandClarity test names with the target market multiple times, your result will be market endorsed. When a potential trade name scores well with your customer, internal opinions tend to shift towards support of customer perferred names. In addition, BrandClarity provides a final project report showing the logical progression of your project. This arms our clients with the necessary data to support or defend their decisions.
   
   
3. Linguistic Appropriateness
   New trade names must not have a derogatory meaning in a foreign language. BrandClarity has a global network of linguists who are indigenous to the countries evaluated. We use multiple linguists per dialect which assures linguistic acceptability.
   
   
4. Legal Availability
   The greatest trade name in the world is useless if not legally available. BrandClarity has been conducting legal screening since the early 1990s. We conduct online domestic and international legal prescreening and commonlaw searches on every name candidate prior to client submission. Where possible BrandClarity works in tandem with a client's legal team to make trademark availability screening even more seamless.

Because BrandClarity has implemented so many safeguards into our MarkeVise verbal brand development process, we guarantee the delivery of a legally viable, linguistically appropriate, market endorsed trade name that fits your positioning. Don't take it from us. Read what our clients have said about our work.

We also offer the Creative JumpStart, our per list creative service, which is a microcosm of the MarketVise methodology. Creative JumpStart is ideal for projects with smaller budgets or tight timelines.

Some of our clients include: Pepsi-Cola, FedEx, YUM Brands, AT&T, Sony, Clorox, Amgen, Bayer and Johnson & Johnson. View a complete client list.

BUSH’s wanted each product name to remind consumers of each products specific taste. BrandClarity used its Marketvise branding methodology to match consumer taste tests with a variety of potential product names.

BrandClarity’s verbal brand development strategy recommended the following product names as a result of this extensive consumer name research, capturing the essence of each product’s taste:

1. Steakhouse Recipe – An authentic blend of beans and brown sugar simmered in a robust steak sauce
2. Smokehouse Tradition – Tender beans simmered in a sweet and smoky sauce
3. Southern Pit Barbecue – Slow cooked beans in a rich barbecue sauce for an authentic grilled flavor you could only get in the South, until now
4. Bourbon and Brown Sugar – Robust beans with a touch of natural bourbon flavor that adds just the right sweetness

BrandClarity’s development methodology for BUSH’s encompassed the essential product name elements, matched to the sensory attributes of the product itself, to develop strong verbal branding.