Why and what for?
The general objective of a name system is a clear product or portfolio structure that reflects a systematically organized product portfolio. As a consequence, you can gain improved awareness and easy assignment, e.g. from products to product groups or a brand. Of course, this can also distinguish you from your competitors and alleviate future naming tasks.
Before you can reap what you have sown, you have to plough, however. You must analyze the properties and differences of your portfolio to be named, you have to group all fitting and relevant units, you must develop strategies and names and so forth. In the end, you can enjoy a logical system.
Overall, this is a complicated process, during design and creation as well as during implementation and deployment. And, of course, there is a limitation: In the future, you have a reduced range of potential new names - if you stick to your system.
Whether a name system is the right solution for your project and your enterprise, depends on a score of criteria. These include:
The general objective of a name system is a clear product or portfolio structure that reflects a systematically organized product portfolio. As a consequence, you can gain improved awareness and easy assignment, e.g. from products to product groups or a brand. Of course, this can also distinguish you from your competitors and alleviate future naming tasks.
Before you can reap what you have sown, you have to plough, however. You must analyze the properties and differences of your portfolio to be named, you have to group all fitting and relevant units, you must develop strategies and names and so forth. In the end, you can enjoy a logical system.
Overall, this is a complicated process, during design and creation as well as during implementation and deployment. And, of course, there is a limitation: In the future, you have a reduced range of potential new names - if you stick to your system.
Whether a name system is the right solution for your project and your enterprise, depends on a score of criteria. These include:
- Can you form well-defined product groups / segments?
- Are you really willing to perform a complicated conversion process?
- Can a new name system in the company actually be introduced?
Projects and references related to name systems
For more than ten years have I run naming and branding projects in a variety of industries. The following projects are especially interesting concerning the topic "name systems":
For more than ten years have I run naming and branding projects in a variety of industries. The following projects are especially interesting concerning the topic "name systems":
- IVU – Creation of a logical name system inclusive of portfolio analysis and brand review for a software company.
- Öffentliche Versicherung Braunschweig – Design of a system of four linguistically related client categories for a finance company.
- Wrigley 5 GUM – Find new names / subbrands for the 5 GUM brand following exactly an existing code of rules for product names.
- WMF – Branding of a business unit plus founding of a futureproof name system for the worldwide leader in enterprise coffee makers.
