Cable and wireless naming guidelines

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  • Cable and wireless naming guidelines

    1. 1. Product Naming PrinciplesJanuary 2003
    2. 2. Objectives• to offer you ‘best practice’ on name developmentand company approval for Release 2 products• to provide a rationale for our approach• to focus resources used in naming, including outlayon external agencies, and to avoid unnecessarycomplication• to manage expectations of the outcome• to provide guidance of timescales
    3. 3. Our brand• the corporate signature or ‘masterbrand’ is our mostvaluable marketing and communications asset• any name must work with, and not compete against,the Cable & Wireless brand• we will leverage the masterbrand to build global brandequity in business IP services
    4. 4. Product naming in practice• the format is Cable & Wireless ‘The Product Name’• we are aiming for a single product name world-wide• the product name should be is a clear, simple descriptorbased on what the product is or what it doese.g. Cable & Wireless e-Selling• consider industry generic or standard namese.g. Cable & Wireless Frame Relay• do try to use only two words to describe a product
    5. 5. Please Don’t!• use abbreviations• use numerals or alphanumeric-or acronyms unles they• are widely understood e.g. ISDN• use fancy typefaces, graphics or a secondary logo
    6. 6. Product naming processRole of Product Team• identify need for globally harmonised name• brainstorm possible candidate names• ‘idea owner’ submits proposal(s) to Brand teamRole of Brand Team• check conformity to branding guidelines• refer to e-Publications for practicality• proposal confirmed by Review panel‘Idea owner’ manages implementation of the nameWe do not trademark product names
    7. 7. Timescales• a simple descriptive, or industry standard name canusually be agreed within 24 hours• allow up to a month for more complex namedevelopment
    8. 8. Contact:Duncan Baker , Director of Brand Operationse-mail: duncan.baker@cw.comtel: +44 (0)20 7315 4490orTravers Tarr, Brand Operations Managere-mail: travers.tarr@cw.comtel: +44 (0)20 7315 3649

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