When it comes to give a name to a new product many people rely on their intuition, on the advice of their colleagues and relatives. As a result, the brand with such a name can bring a lot of problems in the future. We have developed the unique efficient procedure for name search which is based on the successive implementation of the following steps: development of requirements based on the brand platform, search of territories for the name, selection of naming methods, generation of a short list, testing according to the criteria specified, checking for freedom-to-operate and availability, registration of the final name. Professional development of the name is a complex process which must be assigned to professionals.
The tagline is a short easy-to-remember phrase constituting the brand essence. It is not enough to come up with a symbolic motto which merely describes the product. Developing a tagline, first of all, we look for a method to convey emotions, to speak to the very depths of the consumer consciousness, to make him think and remember the product just by one short phrase or even a word. The successful tagline contributes to the brand development and loyalty formation, while the unsuccessful one confuses the communication and makes it hard to perceive.