A lot of energy, strategy and – last but not least – money goes into developing a brand. All the more important is the certainty to have identified any avoidable pitfalls. This includes awareness of potential trademark conflicts as well as the culturally-linguistic adequacy. With the addition of findings regarding the impact of the name or slogan in target markets. To keep in mind as well: is there an available domain for the respective brand? Our research and analysis process covers it all. Better safe than sorry.
Trademark searches
Avoid conflicts. Secure uniqueness.
The development of brand names and slogans is largely built upon legal trademark searches. They offer basic security with regard to protectability and differentiation in a field of older rights and claims that is never as straightforward as it sounds. For names that can be registered as a word mark – one of the last legal monopolies or our time – legal identity and similarity checks are the first step towards trademark protection. As well as the first layer for resilient, reliable and future-proof brand value creation. We offer legal screening and brand monitoring independently of a name development process.
Linguistic checks
Alook beyond borders. Safely navigating international waters with culturally-linguistic checks.
What is the meaning of a brand name or slogan in other languages? Did we get the desired brand message across? Which unsupported associations do other culture groups have with names and slogans? New terms must usually work internationally, beyond linguistic, cultural and national borders – to ensure the longevity and growth of a brand. Our linguistic checks help identify ambiguous or unfortunate associations and uncover communicative potential just in time.
Impact checks
First-hand target group feedback.
The customer is alwaysright? This would probably contradict the decision to name a fashion brand after a fuel or a large "stinky" predator. Using a target group to generate insights and trends? Yes, that helps. Not just to manifest and defend one's own decisions but also for a conscious regulation of brand communication. Just a quick shift of perspective to hear what works – and in which way. How novelty is perceived. We use focused market research to examine the impact of brand names and slogans – with a glance at brand values, CI-defined keywords and cross-channel messages.
Domains
Domains: Short. Lexical. Taken.
A domain or URL is often the first point of contact for any web-based activity. It is the digital homeland of a brand.
Which domain comes off well?
A good domain is comparable to the perfect location on a busy shopping street. It gives a brand the necessary online visibility, improves search engine rankings, generates traffic and is a virtual asset that gains value over time. And, in this case, more familiar is not better. You need to take extreme measures to promote anything commonplace. We help you to think about SEO and SEA optimization right from the start.
This way.