What's in a name? The reasons for requiring a name or a name change are many and varied. But in each of those cases the underlying principle is to signal change to your customers and the wider world.
Understanding when a name change is needed and having the courage to prosecute the strategy is a decision not to be made lightly.
The art of naming is a specialised skill. Names for brands are not simply plucked out of thin air but require a rigorous approach. Any names will need to be researched for linguistic aberrations across different markets and for legal checks. The last thing an expensive brand launch or re-launch wants is a failed product by virtue of an inappropriate name. Think of the German chocolate bar called Zit or the Japanese drink called Pocari Sweat if they were launched in English speaking markets. The Mitsubishi Pajero is unlikely to be successful in Spain and the 'Life" cigarette brand would be ironic if it weren’t a real brand in Malawi. Furthermore a business needs to ensure that it is not served with a lawsuit for trademark infringement when the name of its desired brand has already been registered by a third party in the relevant class.
For more information on brand naming please contact us.