Page 41 - Schaeffler Brandplaybook
P. 41
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.
123456
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