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1. Company Brand Names
2. Product Brand Names
3. Naming Architecture
4. Name Testing
5. Trademark Search
6. URL .com Analysis
7. Global Research
8. Linguistic Analysis
9. Market Research
1. Company Brand Names
A brand name chosen with skill and expertise will achieve lasting market recognition and increase sales with less advertising dollars for your company brand name, product brand names, or the brand names for your services
2. Product Brand Names
A brand name chosen with skill and expertise will achieve lasting market recognition and increase sales with less advertising dollars for your company brand name, product brand names, or the brand names for your services 3. Naming architecture
gkBRAND creates strategically aligned naming architecture. Brand name architecture is the term used to describe how an organization structures and names the brands within its portfolio.
There are three main types of brand name architecture systems: - monolithic, where the corporate brand name is used on all products and services offered by the company;
- endorsed, where all sub-brand names are linked to the corporate brand name by means of either a verbal or visual endorsement;
- freestanding, where the corporate brand name operates merely as a holding company, and each product or service is individually branded with its own brand name for its target market.
Brand name architecture also clarifies and organizes the type, number, relationship and purpose of brand names. Brand name architecture is not necessarily the organizational structure, but rather the way in which the company would like the marketplace to understand its business breadth and depth. It's how an organization structures and names the brands within its portfolio. Here are examples of the three main types of brand name architecture system: monolithic, Nike; endorsed, Nestle; and freestanding, Procter & Gamble.
4. Name Testing
We conduct market research; conduct surveys, interviews and focus groups as part of our name testing process. Our goal is to ensure that names are robustly and thoroughly tested.
We name test product brand name, service brand name and company brand name candidates.
Global Reach for Name Testing
gkBRAND's proprietary process for name testing through online testing, focus groups, interviews and global market analysis. Utilizing the creative expertise of our partner ComVort offices we name test candidates on an extensive basis to ensure name relevance and impact within the global market.
See also Linguistic Analysis
5. Trademark Search
Throughout your brand naming process we engage in a thorough trademark search on your behalf to ensure your trademark has full availability. Whether you are seeking a product brand name, a service brand name or a company brand name our trademark search process avoids having your brand name challenged at any point in the future and offers you assurance and peace of mind. Once a thorough trademark search is conducted we provide your legal counsel with our findings and reports to provide the highest level of reassurance. In addition, for our global trademark search process you will receive full reports, analysis and opinion. Trademark services
Full U.S. and Worldwide Screening Searches in different categories are undertaken for your brand name candidates. gkBRAND's legal team conducts high quality searches of your brand name candidate by class in multiple, up-to-date U.S. Federal and Worldwide trademark databases. The screening process will check for exact matches, phonetically similar marks and plurals of your brand name candidate.
6. URL .com Analysis
It is essential that your brand name is available as a domain name. We test viability of domain names within the overall trademark search and linguistic analysis process.
Specifically we caution clients to consider the following to protect and increase value for your domain names usage:
- In the event that an exact domain name is unavailable for your brand name our recommendation to clients is to modify the domain name to include an additional descriptor. This may create a longer domain name but in our experience protects and enhances the superior value of the brand name for you
- Additionally, we will also search any misspellings of your chosen domain name
7. Global research and analysis
Worldwide screening searches across different categories are undertaken for your brand name candidates within global trademark databases. The screening process will check for exact matches, phonetically similar marks and plurals of your brand name candidates
- Our global research and analysis is undertaken with the expertise from our 175 international partner ComVort offices. They provide us with their research capabilities to measure and evaluate specific cultural reaction from target audiences of the selected brand name
- The assessment includes valuable insight on cultural, demographic and psychographic responses to flag any potential problems your brand name candidates could encounter?
- Taking the results from our global analysis we also assess whether the brand name triggers any other meanings, besides the implied, to indigenous speakers
- In particular, we determine if the brand name could be interpreted as vulgar, obscene or inappropriate in different parts of the world
- We ensure there are no other similar indigenous words, phrases, colloquialisms or trademarks that could cause confusion with your proposed brand name
8. Linguistic analysis
Linguistic analysis is a time-tested tool used to ensure the robust and relevant nature of the possible brand name candidates you are considering. Your brand name is analyzed utilizing our global network of ComVort partners' across 175 locations to ensure that the communications regarding the image, feelings and emotion are aligned with your original intention. As part of the Linguistic analysis we conduct market research, interviews and focus groups to assess the competitive landscape and future trends within your specific market. We want to ensure the brand names you choose for your product, service or company will sustain their power to generate lasting recognition to deliver the results you are looking to achieve. We evaluate every product brand name, service brand name and company brand name candidates within the following categories as part of our Linguistic analysis: i. Connotation & Denotation - This is the area of the Linguistics Analysis used to determine if the proposed brand name is effortless to comprehend, easy to pronounce and memorable
- Taking the results from our global analysis we also assess whether the brand name triggers any other meanings, besides the implied, to indigenous speakers
- In particular, we determine if the brand name could be interpreted as vulgar, obscene or inappropriate in different parts of the world
- We ensure there are no other similar indigenous words, phrases, colloquialisms or trademarks that could cause confusion with your proposed brand name
ii. Communication - Without the appropriate communication, a brand name can be meaningless
- Communication is a key component of the Linguistic analysis process and investigates the sound, pronunciation and articulation of the potential brand name candidate
- Does your brand name sound unfamiliar, strange or humorous? What emotions should the sound of the name generate? If the intended feelings of the chosen brand name and the actual feelings differ, the brand name is taken out of contention
- How easy is the brand name to communicate across local and global markets? How difficult is it to spell the brand name?
- We evaluate these issues as well as identifying any pronunciation issues that may arise within different cultures
iii. Cultural Impact - The cultural impact of a brand name is determined with the help and expertise of our 175 international partner ComVort offices. They provide us with “inside information” as we benefit from their local knowledge to measure and evaluate how their specific cultures and target audiences will react to your chosen brand name
- The assessment includes local insight on cultural, demographic and psychographic responses to flag any potential problems your brand name candidate could encounter?
- Only once we have taken this information into consideration, do gkBRAND naming specialists deliver the perfect final brand name candidates for you
- gkBRAND's naming specialists create powerful, sustainable brand names to achieve lasting recognition
iv. Multi-lingual naming
Utilizing our creative expertise of our partner ComVort offices we brain storm brand name candidates and rigorously analyze and test to the highest standard within the respective global market.
v. Pronunciation
Communication is a key component of the Linguistic analysis process and investigates the sound, pronunciation and articulation of the potential brand name candidates. All aspects of pronunciation are taken into consideration and include: - Elements of the sound of a name carry certain intrinsic reactions. A word can sound large or small, strong or weak, even light or dark.
- Certain sounds also have intrinsic meaning. For instance “e” sounds, as in “teeny” tend to be perceived as small. Alternatively “o” as in “omega” sounds large…it has to do with the size of the voice box producing the vowel and how wide the mouth is open.
- A study of the top 200 brands proved that companies with brand names containing what we call “plosives” were historically more successful. A “plosive” is a “p”, “t” or a “k”.
Click the links below to learn more about our naming service:
> Trademark Search TM
> Linguistic Evaluation
> Lanham Act
> TM Classifications
> Trademark Services
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