Naming systems

Naming systems are not an end in themselves.

Mission accomplished: your product portfolio is growing and constantly evolving, your services are being expanded and maybe you’re even acquiring other businesses and products.

Problem: the emergence of a heterogenous array of names with no recognizable classification or structure within your brand architecture or product portfolio.

Solution: the systematic revision of your brand names and the development of a consistent naming system.

New names are then developed based on your strategic goal. These names are messengers of the corporate positioning, help both employees and customers differentiate between products and, ideally, provide information about quality levels or special product features.

Naming rules: using a small number of precise rules results in structured, efficient naming processes and simpler internal processes.