The 5 advantages of naming an agency

1.

With more than 10,000 brand names registered every day worldwide, developing a brand name requires a methodology that goes beyond providing a list of names or brainstorming

2.

The main advantage of working with a professional agency is that you get a choice of possible names that are free of rights, i.e. that you can register on a trademark register*** and that gives you exclusive use of your word mark in the desired product classes and markets.

3.

A professional agency therefore integrates a legal process into its methodology (see slide 3)

4.

A professional agency will also check the linguistic and semantic validity of your brand name in the desired languages and markets - that is, that your brand name does not have undesirable connotations in the languages that cover the desired territories.

5.

A naming agency integrates the necessary expertise for the 4 criteria of brand validity: marketing, linguistic, semantic and legal

*** trademark registers

5 pitfalls to avoid

1.

If the agency does not include the same legal checks as well as a minimum of linguistic and semantic checks, they are not professionals and you are wasting your time and especially your money.

2.

Make sure the agency is professional with creative people from a language/literacy background and not graphic designers who are working on names.

3.

For an international brand, make sure the agency has a sufficient pool of naming creatives - a minimum of 500 possible names is needed to get around the legal hurdle - at the end of the legal process only 10% will be registerable

4.

Naming requires transversal expertise in marketing, linguistics/languages and intellectual property, trademark law; which justifies the high price of a brand name development.

5.

The naming process requires criteria defined in a concept board upstream of the creative process so that the selection of names is not limited to a "like/dislike" of each individual but to the alignment of a team around a common ambition.

The brand development process

Get a quote in naming agency

To establish an accurate quote, the naming agency needs the following information:

  • Description of the activity or product classes concerned
  • Communication on the markets targeted by the trademark registration - either national (Switzerland), European, International
  • Clarification of the purpose of the brand name development - either a brand for a product/service, a brand for a company "corporate brand

Indeed, the pool of candidate names is much larger for an international trademark than for a national trademark, it is a question of legal obstacles of names already registered. This process becomes even more complicated if the brand name is to represent a company name which will also be registered in the trade register of the countries/markets concerned.