Engelhard Naming and Branding Decision Tree

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Engelhard Naming and Branding Decision Tree

  1. 1. © BrandLogic Corporation 2003Engelhard brand architecture and nomenclature12NotyetNoYesQuestion 5:How will theEngelhard brand affectthe proposed offering?Question 3:Are we committedlong term to thisventure?Appropriate name typeQuestion 4:How will this initiativeaffect the Engelhardbrand?Question 1:Is this initiative (productor service offering)entirely ours... fullycontrolled by Engelhardmanagement?1 Non-proprietaryAppropriate signature typeA Visually endorsedA Visually endorsedNoCooperative/joint ventureNo endorsementGuidelines2 ProprietaryA Visually endorsed1 Non-proprietary A Visually endorsed2 Proprietary A Visually endorsed2 Proprietary (TM) A Visually endorsed2 Proprietary (®)Very helpfulNeutral or negativeHelpful as endorserNot helpfulC Own logo/verbally endorsed2 ProprietaryNot helpfulB Verbally endorsed2 Proprietary (®)HelpfulReinforces the brand 1 Non-proprietary A Visually endorsedNot helpful 2 Proprietary A Visually endorsedHelpful 1 Non-proprietary A Visually endorsedNot helpful 2 Proprietary A Visually endorsedHelpfulNot helpfulExpands the brandNeutral or negativeExpands the brandReinforces the brand Very helpfulHelpful as endorserNot helpfulVery helpfulHelpful as endorserMulti-party allianceLicensing outLicensing inClassic joint ventureYes2 Proprietary (®) B Verbally endorsed2 Proprietary (®) B Verbally endorsedWhat is the natureof the proposedpartnership?Endorser 2 Proprietary A Visually endorsedEndorser 2 Proprietary A Visually endorsedEndorser 2 Proprietary (®) B Verbally endorsedHelpfulReinforces the brand 1 Non-proprietary A Visually endorsedNot helpful A Visually endorsedHelpful 1 Non-proprietary A Visually endorsedNot helpful 1 Non-proprietary A Visually endorsedHelpfulNot helpfulExpands the brandNeutral or negative 2 Proprietary (®)2 Proprietary (®)Endorser 2 Proprietary (TM) A Visually endorsedEndorser A Visually endorsedEndorser 2 Proprietary (®)C Own logo/verbally endorsedC Own logo/verbally endorsedGuidelinesGuidelinesGuidelinesNo2 ProprietaryQuestion 2:Should this offeringbe considered anextension of an existingnamed “family” ofEngelhard products?NoGuidelinesYesEngelhard naming and branding decision tree1Analytical ServicesA2SilvaloyEngelhard brazing productTMB2Hi-TempAClose-coupled catalystTMB Verbally endorsedD Own logo/not endorsedD Own logo/not endorsedD2TMC2TMAn Engelhard product2 Proprietary (TM)2 Proprietary (TM)D Own logo/not endorsed

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