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:

	Pontiac Torrent Pontiac approached BrandClarity to develop a new identity for the debut of their new V6 crossover SUV. The trade name, Torrent, was developed to denote the vehicle's swiftness, power and ruggedness. The name Torrent is a current usage word meaning to exhibit a strong flow as in a swift current of water.
	Abbott EarlyShield BrandClarity recently developed the EarlyShield trade name for Abbott Nutrition. This product is the latest advancement in infant formula. It consists of a unique blend of prebiotics, nucleotides and antioxidants, which are the nutrients found in breast milk. The product supports a baby's natural defenses, digestive health and important immunity building blocks. The trade name EarlyShield is functional and properly supports the product's positioning by directly communicating this message.
	Bayer Profender Profender is the world's first spot-on intestinal wormer for cats. It combines powerful broad spectrum control of intestinal worms with the ease and convenience of a spot-on treatment. BrandClarity created the functional new word, Profender, to communicate the core messages of professional and proactive defense. In our experience, new words tend to be easier to register and defend, but often times more expensive to support. The trick is to create a new word which distinctively and clearly communicates the desired message. Profender does this very effectively.

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.