Corporate/International Branding

This package is designed for medium to large sized firms who need assistance in creating and/or redefining their brand image, as well as managing the naming process itself. Typically, this level of naming involves several key decision makers and requires consensus development amongst top management, marketing and other key stakeholders. The corporate package often requires face-to-face meeting time, but can also be managed via teleconferences and through utilizing our online custom naming suite.

The process involves the following steps...

• Discovery and information gathering (at client site, at Tungsten Branding offices or by teleconference)
• Development of "Brand Filters" or base criteria by which the naming candidates will be judged and evaluated
• Creation of a competitive taxonomy chart to identify the existing industry nomenclature (i.e. legacy names, invented, key attribute, etc.)
• Identification of which types of naming strategies are best suited for the project (i.e. coined, evocative, descriptive hybrid, positive connotation, etc.)
• Creation of a custom, online naming suite through which all the decision makers can access, review and post comments on the proposed names
• Researching, concepting and development of several hundred potential naming candidates
• Screening the overall list to identify the ones that best meet the criteria set forth in the brand filters (see second point down)
• Creation of matching tag lines for each naming candidate (typically two to three tag lines per proposed name)
• Creation of a rational statement for each naming candidate, explaining how the name could be utilized and strategically positioned in the marketplace
• Reporting on the domain name availability of each naming candidate (i.e. available, secured, expiring soon, for sale, etc.)
• Preliminary screening of the USPTO.gov data base for any direct matches
• Facilitation of the review process for each round of names submitted (typically ten to fifteen naming candidates per round)
• Repeating the above process until arriving at a consensus winner

Depending on project requirements, the following services are also available...

• Linguistic screening in multiple languages for possible alternative meanings
• International trademark research and screening
• Creation of corporate logo design
• Creation of matching letterhead, business card and envelope artwork files
• Negotiation and acquisition of matching .com domain name
• Transfer of .com domain name to client account

Fees

Corporate naming projects typically range from $20,000 to $40,000 depending on the size and scope of the assignment, the level of facilitation, the number of services required and the number of decision makers involved to reach consensus. Below are a few examples of international/corporate firms Tungsten has named...

PODS - Located in the United States, Canada and Australia, PODS has grown to serve over 200 million customers worldwide. Company founder Pete Warhurst attributes the naming of PODS (Portable On Demand Storage) as one of the main keys to the company's success.

Team Logic IT - The newest of the Franchise Services Inc. brands, (the owners of PIP Printing, Sir Speedy and MultiCopy) TeamLogic IT is the fastest-growing network of computer consultation, maintenance and IT repair businesses in the United States.

Trubiquity - Serving 5,000 customers across 40 countries, Trubiquity is a leading provider of global data exchange and business process automation services. Trubiquity drives a software-as-a-service based community, connecting enterprises across all global communication protocols and standards.

For a custom quote for your company's naming/branding project, just click the big red button below and supply the project details. We'll return your request within 48 hours with a detailed proposal for your review. Simply want to discuss your project?