What's In A Name: The BrandClarity Blog

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.

Interested in verbal brand development for your upcoming product launch? Contact BrandClarity for an initial consultation.