Articles

Strategy, Marketing and Branding Articles:

Brand Positioning The key to a successful brand is clear positioning. How a brand is perceived by a target market relative to the competition is vital to product and firm success. The first step in brand positioning is defining the market in which the brand will compete – specifically, identifying the relevant buyers for the goods or services offered. more…

Branding Consultants & Naming Architecture Firms There are major naming architecture firms used by large companies in branding or re-branding the company brand or an organization’s products or services. Most “old school” naming architecture firms perform great work in the brand creation and development process. As with all successful naming, their work is deeply rooted in intensive internal and external research. more…

Business & Product Name Development The development of a successful brand name is part science and part art. It is imperative that a firm conduct foundational research to comprehensively understand internal and external environmental forces. Demographic and psychographic research is undertaken to ascertain the guiding fundamentals essential for integration with the firms’ marketing mix, brand positioning and brand development. more…

Business Name Generator It’s a challenge to come up with a great name for a company, a product or a service. For growth-focused companies that are looking to expand regionally, nationally or globally finding a great, available name is difficult – more difficult than would it first appear. 192 million companies are started globally each year. more…

Characteristics of a Great Name We usually know a great name when we see and hear it. Something about the name just sounds right. Intel ®, WalMart ®, Apple ®, Snickers ®, Planters ®, Google ®, Pepsi ® .. . the list goes on and on. What makes these names great? There are some general rules etymologists follow in the name development process. more…

Company Names Identifying the right name for a new business is one of the most important decisions an entrepreneur will make. Naming architecture firms charge huge fees to help companies pick the right name – and they are usually worth every dollar. The decision is that important. What should you look for? more…

Corporate Branding Corporate brand management is the art and science of creating and maintaining a brand. At Brandings, we define brand success when a firm’s delivery system is aligned with an authentic and differentiated brand promise. Before we undertake a branding project we ask our clients the following five questions beginning with vision. more…

Design Process There are four steps in the Brandings design process. 1. Understanding Your Business; 2. Creative Process; 3. Revision Phase; and, 4. Final Design. After you’re completely satisfied with the revisions and fine-tuning and we’ve ensured that the concept meets all positioning objectives, we’ll prepare the final design. You’ll receive your design in the files and formats for multiple uses. more…

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Domain Names For virtually every start-up company, the corporate name and domain name are one and the same. You can’t have the name Vygen, Inc. for your corporate name and a different name (for example, VygenIntegratedSystems.com) for your domain name. When your customers go to look for you, they are going to assume your name to be Vygen.com. With rare exception every major corporation has the identical dot.com domain name … IBM.com, MicroSoft.com, Kodak.com, Ford.com, the list goes on and on. Simply put, customers have come to expect it. more…

Elements of Brand Identity & Design At its very core “brand identity” is a promise. It’s a promise made from a firm to a customer that certain things will occur. And it is a way that a company communicates characteristics of the products, services and attributes of the very company itself. A great brand name will create a link between the brand “personality” and the firm. more…

How the Brandings Process Works The business landscape changes quickly. When you have a new business or product you need a evocative name … and you usually need it immediately. We’ve turned the naming architecture model upside-down to provide our clients with a fast, cost effective method in nomenclature development. more…

Names for Pharmaceutical Firms Changes in legislation have significantly altered the marketing and advertising of pharmaceutical products. What was once a fairly stodgy, static industry has now become increasing dynamic and a new emphasis in brand name development has emerged. Unlike consumer products, most pharmaceutical products typically have three names associated with them – their chemical name, their generic name and their brand name. more…

Names for Technology Companies The naming architecture approach for technology companies is somewhat unique. Many technology names are “portmanteaus” — a word whose form and meaning are derived from a blending of two or more distinct forms. Examples include, Anatech (ANAlog TECHnology), Corel (COwpland REsearch Laboratory), eBay (Echo Bay Technology Group), LG (merger of two Korean brands, Lucky and Goldstar), MicroSoft (MICROcomputer SOFTware). more…

Selecting a “Brandable” Name So you’ve done it. You’ve found what you think is the perfect name for your new business. But there is a big difference between finding a great name and finding a great name that is both available and brandable. Entrepreneurs need to ask themselves three questions … Is the business name available? Is the dot.com domain name available? Is the name “brandable”? more…

Strategic Planning The strategic planning process begins with an examination of the internal and external forces that shape the vision, mission, goals, objectives and action plans for the firm. The success of a firm in value creation that exceeds the firm’s cost of creating it, relative to competitors, increases its competitive advantage. more…

Trademark Issues The instant your new business or product name is used in the marketplace, trademark considerations come into play. And unless you are a very small local retail store — like the corner beauty salon or dry cleaner — the selection of a great name that you can legally use is essential. more…

Value of .COM, .NET, .ORG, .US, .INFO, .ASIA Domain Names In this article we’ll demystify domain extensions and walk you through the basics. In short, the right-most label in a domain name (e.g. the .com in www.brandings.com) is referred to as its “top-level domain” (TLD). TLDs with two letters have been established for over 240 countries and external territories and are referred to as “country-code” TLDs or “ccTLDs.” (e.g. www.brandings.us) TLDs with three or more characters are referred to as “generic” TLDs, or “gTLDs” (e.g www.brandings.info). more…

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