The document provides guidelines for naming new products and product lines. It discusses evaluating the product's appearance, purpose, values, and trademark potential when choosing a name. Names should imply the product's function and values to customers. The document also gives tips for creating memorable names, such as using alliteration, morphemes, or alternative spellings. It establishes naming conventions for line extensions that differ in width, depth, height, or circumference. Line extensions are distinguished using suffixes like "Wide" or numeric depths. The document states that products with different configurations require review by product teams to determine new names.

1. Product Naming Phase
Stand out Features
Evaluate the
appearance
Purpose
Name should evoke a
function/Application
Value
Name should imply
values that the buyer
shares
Does the product
complete the purpose
more efficiently?
More durable?
Cheaper? Green?
Trademark &
Marketing Potential
Name should position
something new and
different
Is the product unique
to the industry?
How To Create A Memorable Name
Alliteration/Rhyme
Morphemes
combine words to make a word (Pinterest), Nabisco (National Biscuit Company).
Alternative Spellings for common words (Xist)
Reflect Brand’s Story/Purpose
solution, merchandising, products, produce, goods, retail, beverage, liquid, blend, inventory, stock, supply, etc.
Naming Committee
Proprietary
Yes No
Do we want
to roll out?
No, Stop Yes
Needs Name if:
New Product
Line Extension
POTENTIAL to
roll out to
other brands
customers
No, Stop Yes
Naming Committee

2. Naming Convention for Product Lines and Extensions
I. Line Extensions Differing in Width
 Products having the same heights and depths but contrasting widths will use width identifiers to
differentiate product line extensions
 Suffix
Wide, X Wide, XX Wide
 Example: Versa Tower Powerstation, Versa Tower Powerstation Wide
II. Line Extensions Differing in Depth
 Product lines having the same heights and widths but contrasting depths will use numerical depths to
identify name extensions
 Suffix
Numeric’s relating to depth size
 Example: Versa Tower Station 26”, Versa Tower Station 36”
 Example 2: Intelli-System 26”, Intelli-System 36”
III. Line Extensions Differing in Heights
 Product lines having contrasting heights will use alpha sizing to differentiate product line extensions
 Suffix
SM, MD, LG, XL
 Example: Georgetown Rover SM, MD
IV. Line Extensions Differing in Circumference
 Product lines having contrasting circumferences will use Roman numerals to differentiate product line
extensions
 Suffix
I, II, III
 Example: Iceman I, Iceman II
V. Line Extensions with the SAME Configuration/shelves with Different DIMS
 Will need review by Product Management, Marketing and/or Naming Committee and/or Account Team
 Product lines having contrasting widths, depths, heights but have the same configuration will use
 Suffix
Mini, Plus, Super Plus
 Example: N5, N5 Mini
VI. Product Category Extensions
Product Lines Differing by Configuration, Depth, Width, Height
 Will need review by Product Management, Marketing and/or Naming Committee and/or Account Team
 See the naming guidelines. Product should be a new line with a new name
 Example 1: Next Generation 2-shelf, 3-shelf, 4-shelf and Import Bottle Rack.
All racks have different heights, widths, depths, and number of shelves.
Next Generation is the naming equity for the product LINE, not the product itself.
Import Bottle Rack makes sense. The name identifies why the line contrasts from the 2/3/4-shelf
configurations. 2-shelf/3-shelf/4-shelf is not a product name.