Alpha Naming & Branding Decision Tree

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Alpha Naming & Branding Decision Tree

  1. 1. Impact of Alpha brandon the business?Impact of the businesson the Alpha brand?PositiveReinforcesPositive if secondaryNaming and branding decision treeExpandsNeutral or NegativeAppropriate name type,in generalThe general case… an “Alpha Corporation.” Four questions apply:Appropriate signature type,in generalYesNo; it is a joint or cooperative ventureSee special naming and signature guidelines for…licensing in, licensing out, multiparty alliances, classic joint venturesAny other “No” No endorsement by Alpha brand can be permittedIs Alpha committed, long-term, to this business?YesNeutral or NegativePositivePositive if secondaryNeutral or NegativePositivePositive if secondaryPositiveReinforcesPositive if secondaryExpandsNeutral or NegativeNot yetknownNeutral or NegativePositivePositive if secondaryNeutral or NegativePositivePositive if secondaryPositiveReinforcesPositive if secondaryExpandsNeutral or NegativeNoNeutral or NegativePositivePositive if secondaryNeutral or NegativePositivePositive if secondary(Alpha + ) generic name“TM” proprietary name“®” proprietary name(Alpha + ) generic or TMTM or ® proprietary® proprietary® proprietary® proprietary(Alpha + ) generic or TM® proprietary® proprietary(Alpha + ) generic or TM® proprietary® proprietary® proprietary® proprietaryGeneric or TM proprietaryTM or ® proprietary® proprietaryTM proprietaryTM or ® proprietary® proprietary® proprietary® proprietary© 2002 Tony SpaethAlpha logo + generic nameAlpha visual endorsementAlpha visual endorsementAlpha logo + nameOwn name, visually endorsedAlpha logo + nameOwn logo, verbally endorsedOwn logo, verbally endorsedOwn logo, verbally endorsedAlpha verbal endorsementAlpha visual endorsementAlpha visual endorsementAlpha verbal endorsementAlpha visual endorsementOwn logo, verbal endorsement if anyAlpha verbal endorsementAlpha visual endorsementAlpha visual endorsementAlpha verbal endorsementAlpha visual endorsementAlpha visual endorsementOwn logo, verbal endorsement if anyOwn logo, verbal endorsement if anyOwn logo, verbal endorsement if anyQ1Q2Q3 Q4Will Alpha wholly own and control this business?

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