Page 41 - Schaeffler Brandplaybook

NAMING PROCESS
Consistency in our product naming as well as common quali- ty criteria help to make sure that all our names pay off for our desired positioning.
Our multi-step naming process facilitates the name develop- ment across divisions and regions. The different steps of this process give guidance from project initiation until product release, while providing enough room for your own creativity and ideas.
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Naming
Naming process
Name type
Desicion tree determi- nes what type of neme needs to be created
Idea generation
Brainstorming of ideas in workshops
Tip: Ensure diverse perspectives
Short list
Selection of top 5 names
Tip: Conduct short survery
Validation
Competitor, trademark, cultural and native speaker check
Registration
Selection of final name initiation of trademark process
Release
Development of communication & marketing concept for naming release