Concardis - Endmark supports the customer EURO Kartensysteme with the name development in the course of a name change.

Goal

The reorganization of EURO Kartensysteme has resulted in the establishment of an independent acquiring company that aims to position itself as a full-service company for cashless payment transactions. This requires a new company name that also functions as a product name in the area of cashless and digital payments. The message the company wants to convey with the new name is to offer the best value for money on the market, to be a partner with short communication channels and to guarantee individual and flexible support.

Challenge

EURO Kartensysteme is the market leader in MasterCard and Visa acceptance, but there are no significant differentiators in the market for acquiring companies. This is set to change following the change of name: The future positioning will thus become a unique selling point. The new company wants to position itself as the full-service provider for merchants in the card business and all acceptance points. As a service-oriented and technically adept company that is open to all brands, it aims to become the national market leader.

One of the formal requirements was that it should not be a pure abbreviation, but a meaningful abbreviation would certainly be desirable. A phonetic reference to the EURO card systems should be avoided. The name should also express a unique competitive position, be timeless, concise and internationally applicable. Competence and innovation should be reflected in the name, and compatibility with the company's services and products was also important.

Solution

Following in-depth competition research, Endmark moved on to name development. The first name pool generated was subjected to technical tests for protectability, identity and similarity in competition as well as language tests. The second step involved marketing tests, including a hear & write test, association test and memory test. Endmark developed three different name lines with a total of ten name suggestions, from which Concardis prevailed.

Result

Concardis originates from the card line developed by Endmark and thus refers to the company's main feature with a catchy, easy-to-remember and internationally functioning name: cashless payment.