Our Services : Naming

The right name is the foundation of a strong brand: your first shot at showing how relevant and different your new product or service is. It will affect awareness of the brand, whether there is a clear and spontaneous association in consumer's minds and the potential creativity of the brand communications.

For each "Namegen" TM project, we intensively analyse the different directions the name can take, built around the relevant benefits or attributes and define the criteria we need to meet to signal success.

Using proprietary tools and techniques, we then generate and deliver successful names (for both local and international use) which create an instant association with the brand's benefits, whilst being distinctive and ownable.

Naming a European white goods range

We were asked by a leading white goods company to create a trio of names that had to align with the 3 tiers of their pan-European product range. The names had to work together as a family, indicate the benefits of each tier and also be suitable for use across Europe.

Working within a short timeframe, we were able to generate a large number of potential names for the client that fulfilled all the different criteria.

We compared the names against competitors to ensure differentiation and then took the top names through two linguistic checks across 6 European countries.

The trio of tier names have now been launched across Europe and are forming a strong basis for all the product names within the company.

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