AB33™ Ltd
The Brand Building
70 Holywood Road
Belfast BT4 1NT
Northern Ireland
T/F: +44 (0)28 9047 1233
E: info@ab33.com
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What’s in a name? Everything!
Your name stands for all you do. Get that right and everything else will follow easier, faster, and above all, less expensively.
A good name can be simple, unique, easily understood, memorable, legible, different, trademarked, and have an identical domain name. These characteristics will allow it to get into the minds of the target audience with minimal effort. A strong brand strategy will help it stay there. This can greatly reduce costs as a good name also carries with it a wealth of associated words and imagery that help reinforce the message and the name – ubiquitous for all it stands for.
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Each naming project is different as it deals with a unique set of influences from the company, the competition, and the market. These factors dictate what the name can, and should do for the brand. What purpose it has to fulfil. Some names are descriptive; others evocative, while some are invented, deriving from Greek or Latin roots. Each have their plus and minus points and the work done at the competitive analysis and brand positioning stages will indicate which type of name is most appropriate for your brand.
Although we have been considering name options throughout the course of the project it is at this stage that we decide on which are the strongest candidates. From this we develop a shortlist along with possible strap lines if relevant. Each of the potential names on the shortlist will have already been subjected to summary database searches in the target markets to determine potential conflicts. If the name is to be trademarked, more detailed searches can be carried out.
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