BrandReflector®
Are you planning to launch a new product name? About to found a company? Do you have to implement a renaming? Or to restructure your portfolio, wondering which of the internally developed names fits best?
A brand name should be a deliberate choice. Some reflection is in order. When it comes to brands, we bring typological and architectural clarity – in joint workshops and with a greatdeal of intuition.
We put ideas to the test: in terms of language, trademark and competition law, communication technique and impact. With decades of experience in naming and branding, a high level of in-house research expertise as well as qualified partners and native speakers.
Trademark Law &
Competition Law
Language &
Culture
Impact, Understanding,
Message, Differentiation
Potential Analysis
Name
Potential Analysis
Brand Architecture
Trademark Law & Competition Law
Securing strong brands
Convincing brand names have creative as well as legal power. Safety is the cornerstone of successful brand management.
A thoroughly researched name is more than just a flash of inspiration — it is an investment in the future. Names that can be registered as a word mark are among the last real monopolies of our time.
For over three decades, we have been supporting companies with legal pritection of their brand environments — with experience, precision and international vision.
Our range of services — from idea to registration
Our expert network of brand strategists, lawyers and language specialists ensures that creative ideas are also legally valid.
Our services:
- thorough checks For brand names, slogans, wordings and descriptors
- Tailor Made Solutions: From First identity Checks to detailed Similarity research
- Professional Support with domain Acquisition
- Substantiated competition law evaluation
In close cooperation with specialized trademark lawyers and patent attorneys, we meticulously analyze the legal suitability of your names — internationally and with a future orientation.
Checking existing names means discovering opportunities and avoiding risks.
Established brands deserve regular attention, too. We analyse existing or internally developed names for their legal and strategic usability — in new countries, markets or trademark classes.
With care and system testing, we check where hidden risks lurk — and where undiscovered potential lies dormant. This is how we secure the true value: your brand identity.
Creating clarity together
Not sure whether your brand name is legally protected or has international validity? We empower transparency — with experience, precision and an eye for strategy.
Creative? Sure thing.
Find out how!Language & Culture
For worldwide brand impact
Sometimes, a name says more than one might think, making people smile — or shake their heads in disbelief. Language is full of surprises. Anyone who understands its intercultural subtleties can build bridges — with charm, respect and impact.
Our job is to ensure the correct understanding of your brand. Everywhere. Something that emotionally excites one market can sound — or mean something — completely different in another.
Linguistic checks for international brands
We research how brand names, slogans and product descriptions are perceived in other languages and cultures. Our international language tests identify ambiguous, incorrect or misleading associations in time — before they become visible on the market.
Our services:
- Linguistic and cultural checks of names, claims and slogans
- Assessment of sound, meaning, associations, and emotional impact
- Evaluation in target markets by native speakers
- Recommendations for adjustments or optimizations
- Identifying international naming potential
Brands that cross borders
Global brands need a language that connects. A successful brand name works across languages, cultural and national borders — without losing identity or appeal.
With linguistic and cultural sensitivity and systematic analysis, we help brands grow internationally without risking misunderstandings. This creates brands that are understood, appreciated and remembered all over the world.
Our strength: linguistic intelligence with cultural sensitivity
- International checks by native speakers in over 50 languages
- Combination of linguistics, semantics and cultural knowledge
- Meticulous integration into naming, slogan and brand strategy projects
- Preventive risk analysis and creative opportunity assessment
Your brand name means a lot.
Find out more!Impact, Understanding, Message, Differentiation
Impact starts with strategy
It's up to the target group?
If it were that simple, some of the most famous fashion brands today would probably be called completely differently — after all, fuel or a "stinky" predator don't quite fit the common understanding of jeans and sportswear.
Truth is: the power of naming lies in strategy — not in spontaneous popularity. Of course, it helps to know insights and trends from the target group. Not for guidance but to consciously control how new names work, are understood and communicated.
Understanding impact — from the verbal brand profile
We analyse the effectiveness of names and slogans without relying on extensive market research in advance. Our assessment is derived directly from strategic brand positioning — based on brand values, key messages and cross-channel communication.
Where it makes sense, we challenge final favorites in a targeted manner: through qualitative feedback, semantic impact tests or spontaneous reactions in the target group. With long-standing partners in market research. This creates a realistic picture of brand perception — efficient, precise and footed in strategy.
Names that speak to us
A new name is not the end result, but a beginning of something more. It's an opportunity to convey an independent brand message — provided that it is managed correctly in terms of communication.
Without clear storytelling, even the most creative name is just a shell. But anyone who actively shapes the language of their brand has something to gain: attention, meaning, purpose.
Because naming is not just creativity — it is the prelude to strong, consistent brand communication.
Does our brand get the right message acro
Find out more!Potential Analysis Name
Know the worth of your name
Brand names require strategy, creativity and often significant financial investment. All the more important to know their fulll legal, linguistic and strategic potential.
We evaluate existing brand and product names in terms of impact, safety and future viability. In doing so, we not only consider potential legal conflicts but also linguistic and cultural suitability, communicative strength and quality for future orientation.
Visionary analysis
Our potential analysis combines legal, linguistic and strategic perspectives:
- Check for trademark risks and overlaps
- Evaluation of linguistic and cultural impact in target markets
- Analysis of sound, meaning and memorability
- Assessment of the strategic fit to brand positioning
- Channeled into a clear action plan with recommendations and optimization options
We focus on the verbal strength of the name: is it unique, memorable, brand-relevant — and ready for the next development step?
Results that provide guidance
The results provide a reliable foundation for decision making — no matter if your brand faces a launch, repositioning or strategic expansion.
Better safe than sorry: with a clear view and a significant advantage for strategic name development.
Your brand is capable of so much more.
Find out how!Potential Analysis Brand Architecture
Understanding brand architectures. Unfolding potentials.
Brand architectures are the strategic backbone of every brand landscape: They organize, connect and create orientation. But their potential often remains untapped.
We analyse existing brand and sub-brand structures with a focus on linguistic and strategic coherence. This way, we show where names, hierarchies or system logics can be strengthened — for greater clarity, impact and efficiency.
System meets strategy
Our potential analysis looks at brand architecture from various perspectives:
- Consistency and logic of existing naming systems
- Comprehensibility and brand management structure from the customer's perspective
- Identification of duplicates, breakpoints and strategic gaps
- Scalability and connectivity for brand expansions
- Linguistic clarity and brand logic in combination
It's not just about order — it's about communicative effectiveness and brand future.
Clarity creates growth
Our analysis shows unused potentials within your brand architecture — and how to advance it to a clear, scalable system.
The result:
- Clarity and easier understanding for customers
- Coherency for internal teams and consistent communication
- Long-term growth potential for the brand
A clear brand architecture provides orientation — and strengthens brands from within.