Product Naming Guidelines
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Product Naming Phase Stand out Features Evaluate the appearance Purpose Name should evoke a function/Application Value Name should imply values that the buyer shares Does the product complete the purpose more efficiently? More durable? Cheaper? Green? Trademark & Marketing Potential Name should position something new and different Is the product unique to the industry? How To Create A Memorable Name Alliteration/Rhyme Morphemes combine words to make a word (Pinterest), Nabisco (National Biscuit Company). Alternative Spellings for common words (Xist) Reflect Brand’s Story/Purpose solution, merchandising, products, produce, goods, retail, beverage, liquid, blend, inventory, stock, supply, etc. Naming Committee Proprietary Yes No Do we want to roll out? No, Stop Yes Needs Name if: New Product Line Extension POTENTIAL to roll out to other brands No, Stop Yes Naming Committee
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Transcript of Product Naming Guidelines
Product Naming Phase
Stand out Features
Evaluate the
appearance
Purpose
Name should evoke a
function/Application
Value
Name should imply
values that the buyer
shares
Does the product
complete the purpose
more efficiently?
More durable?
Cheaper? Green?
Trademark &
Marketing Potential
Name should position
something new and
different
Is the product unique
to the industry?
How To Create A Memorable Name
Alliteration/Rhyme
Morphemes
combine words to make a word (Pinterest), Nabisco (National Biscuit Company).
Alternative Spellings for common words (Xist)
Reflect Brand’s Story/Purpose
solution, merchandising, products, produce, goods, retail, beverage, liquid, blend, inventory, stock, supply, etc.
Naming Committee
Proprietary
Yes No
Do we want
to roll out?
No, Stop
Yes
Needs Name if:
New Product
Line Extension
POTENTIAL to
roll out to
other brands
customers
No, Stop
Yes
Naming Committee
Naming Convention for Product Lines and Extensions
I. Line Extensions Differing in Width
Products having the same heights and depths but contrasting widths will use width identifiers to differentiate product line extensions
Suffix Wide, X Wide, XX Wide
Example: Versa Tower Powerstation, Versa Tower Powerstation Wide
II. Line Extensions Differing in Depth
Product lines having the same heights and widths but contrasting depths will use numerical depths to identify name extensions
Suffix Numeric’s relating to depth size
Example: Versa Tower Station 26”, Versa Tower Station 36”
Example 2: Intelli-System 26”, Intelli-System 36”
III. Line Extensions Differing in Heights
Product lines having contrasting heights will use alpha sizing to differentiate product line extensions
Suffix SM, MD, LG, XL
Example: Georgetown Rover SM, MD
IV. Line Extensions Differing in Circumference
Product lines having contrasting circumferences will use Roman numerals to differentiate product line extensions
Suffix I, II, III
Example: Iceman I, Iceman II
V. Line Extensions with the SAME Configuration/shelves with Different DIMS
Will need review by Product Management, Marketing and/or Naming Committee and/or Account Team
Product lines having contrasting widths, depths, heights but have the same configuration will use
Suffix Mini, Plus, Super Plus
Example: N5, N5 Mini
VI. Product Category Extensions
Product Lines Differing by Configuration, Depth, Width, Height
Will need review by Product Management, Marketing and/or Naming Committee and/or Account Team
See the naming guidelines. Product should be a new line with a new name
Example 1: Next Generation 2-shelf, 3-shelf, 4-shelf and Import Bottle Rack. All racks have different heights, widths, depths, and number of shelves.
Next Generation is the naming equity for the product LINE, not the product itself.
Import Bottle Rack makes sense. The name identifies why the line contrasts from the 2/3/4-shelf configurations. 2-shelf/3-shelf/4-shelf is not a product name.
