Names for new “babies” are selected with great care
and in the hope that they will shine for a lifetime and beyond.
These hopes and dreams can apply as much to a product or process
as they can to a person. So, picking the name (or trademark) of a
product or process should be undertaken with similar care, for it
will always distinguish the brand, and add to its value, as
goodwill grows.
Although predicting product success is a gamble, hindsight is
always 20/20. We can look back at some of the more valuable
brands and identify common features. By checking what makes each
likeable, we can develop guidelines to use when creating a
brand.
It is vital to develop your product’s name or trademark or
any other distinctive identifier systematically and before you
launch the product. A rigorous name/trademark-development process
will help assure that you have the right to use what you have
chosen and that you won’t have to remove your product from
the marketplace because
