You Name It

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You Name It! The Complete "How-To" Guide For Naming a New Business

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  • Great job Bok..very interesting and informative..slide designs are toooo good..Kudos to u...
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  • Very Informative, any Marketing student will find this very helpful. great effort Bok.
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  • useful guidelines......................................
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  • really nice dear... keep it up... post more n more n more... much informative....
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  • hey bok...
    its really useful info.
    thnks
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You Name It

  1. 1. You Name It! The Complete " How-To " Guide For Naming a New Business Wallamboklang Rynjah Department of Management Studies Pondicherry University From the Article “You Name It! The Complete "How-To" Guide For Naming a New Business” By Phillip Davis, President, Tungsten Brilliant Brand Marketing http://www.puretungsten.com/articles/you-name-it-the-complete-how-to.html
  2. 2. We need a name... is tomorrow a reasonable deadline?
  3. 3. Start the naming process early in the planning stage. Make a list of all the competitors in your field Decide who will have input in the naming decision Get down to brainstorming Create a list of finalists Check the domain name status Check the trademark status Pick the winner 1 2 3 4 5 6 7 8 Guidelines
  4. 4. Guideline 1 <ul><li>Gain a better sense of what you plan to offer your customers </li></ul><ul><li>If you don't clearly understand who you are, and what it is that you are offering, then how are your customers supposed to know? </li></ul><ul><li>Know yourself and the naming will come more naturally. </li></ul>
  5. 5. Guideline 2 <ul><li>Go to a directory such as Yahoo! and locating the category of companies in your industry. </li></ul><ul><li>Most industries tend to follow a predominant naming pattern. </li></ul><ul><li>For example, it may be filled with proper names such as J. Smith and Associates. </li></ul><ul><li>Descriptive names such as Superior Printing or Precision Technology </li></ul>
  6. 6. Guideline 3 <ul><li>Usually, the more people you have involved, the worse the results </li></ul><ul><li>Ordinary and predictable names make it through the suffocating screening process </li></ul><ul><li>Let a group of three to five key people who have the company's best interests at heart be the incubator that spawns the ideas. </li></ul><ul><li>But in the early stages play it close and keep the creative juices running </li></ul>
  7. 7. Guideline 4 <ul><li>First ask each person on the naming team to develop an individual list </li></ul><ul><li>That will spark unique ideas without the risk of bringing them up in a group setting </li></ul><ul><li>Once the individual lists are completed, bring them together and compare notes. Usually this generates even more ideas and possibilities </li></ul>Metaphors (Jaguar, Caterpillar) Positive Connotations (DreamWorks, Bright House) Acronym (PODS, 3M, KFC)
  8. 8. Guideline 5 <ul><li>From all the possible names pare the list down to a manageable three to six candidates. </li></ul><ul><li>Play around with each one and write up a list of possible tag lines or positioning statements that could go with each name. </li></ul><ul><li>Instead of simply evaluating the name for how it looks, or sounds, also evaluate it's potential to provide a future marketing platform. </li></ul>&quot;We're in your corner!“ &quot;We'll fight for you!&quot; “ We'll champion your cause!&quot;
  9. 9. Guideline 6 <ul><li>A good place to check for ownership of a registered domain name is DomainTools.com . </li></ul><ul><li>There you can find contact information for the current owner of a domain. </li></ul><ul><li>If the domain is not being used, send the owner an inquiry, asking if he or she would accept an offer to buy the name. </li></ul><ul><li>If you are able to strike a deal be sure to use a service such as Escrow.com to handle the transaction. </li></ul>
  10. 10. Guideline 7 <ul><li>Do a trademark screening. </li></ul><ul><li>Take your top picks and do a search at www.uspto.gov (US) </li></ul><ul><li>Once the names have passed this initial test, take the remaining candidates (usually two to three max) and have an official trademark search performed. </li></ul><ul><li>. </li></ul><ul><li>For a few hundred dollars they will thoroughly research and file the final trademark application. </li></ul>Do your homework upfront. The small fee here will save you big money later. One such service is TrademarkExpress.com
  11. 11. Guideline 8 <ul><li>If you have more than one name that meets all the criteria then just pick the one you like best. </li></ul><ul><li>The best names are often the ones that grow on you gradually. So don't be discouraged if you are not head-over-heels about the name. </li></ul><ul><li>If you have carefully followed all the steps above, the name is probably a sound one, and you have just grown tired of the process. </li></ul><ul><li>Once a logo is designed and the name takes shape the excitement will grow. </li></ul>
  12. 13. <ul><li>Taken in steps, and combined with advanced planning, the project can be accomplished in a matter of weeks. </li></ul><ul><li>If the whole task seems daunting, you might consider hiring a professional business naming and branding firm, but be prepared to pay. </li></ul><ul><li>Naming fees, from concept to final artwork, can range from $7,500 to $75,000, depending on the size and scope of the project </li></ul>Conclusion
  13. 14. Article Source… You Name It! The Complete &quot;How-To&quot; Guide For Naming a New Business” By Phillip Davis, President, Tungsten Brilliant Brand Marketing http://www.puretungsten.com/articles/you-name-it-the-complete-how-to.html
  14. 15. Images Sources… Flickr & Google Images

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