14. Corporate Naming

Many 'primary' company names derive from the founder's name (Siemens, for example) or the location of the business (Texas Instruments). But a company name can express a wide range of ideas: the worldview of the founder, the company's values and vision, the business category in which it is active, and so on.

Corporate Naming Development The Prep Stage
A corporate name is developed for long-term use. Since the name will be around for decades, at Bravis we develop corporate names only after going through the checklist below.

  1. Why the need for a corporate name? (Is it a brand-new firm? Is an old firm expanding into new business domains?)
  2. What trends are evident in the names of competitors? (Any approaches worth emulating/avoiding?)
  3. What should the name express? (That's things like the company's attitude, vision, business domains.)
  4. Where will the name be used? (Will it be only one country, regionally, worldwide?)
  5. What are the development guidelines? (What sort of image and function is desired?)
  6. What are the development criteria? (What languages, format [long, short etc.] is desired?)

Because the corporate name is used for a long time, it becomes a major element 'intangible asset' over time. No matter how wonderfully 'creative' a corporate name may be, it cannot achieve this unless properly trademarked and protected. With a corporate name scheduled to be used on a global basis, extensive checks are needed to make sure the name has no negative connotations in foreign languages.

Bearing all the above points in mind, Bravis develops corporate names that can be used safely worldwide and will evolve into a valuable component of brand equity over time.

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