Brand creation process of Igor
February 6, 2008 | Author: Editor | Filed under: Brand creation process
In this section we are listing the best practices in terms of brand creation. You will find below an extract of Igor´s brand creation process.
Igor is a naming and branding consultancy located in San Francisco. On their website you can download the company-internal naming guide. Below you can find an extract of the brand creation process which represents the most important part of the whole process:
Step 1: Competitive Analysis - Quantifying the tone and strength of competitive company names or product names. It helps the naming team decide where they need to go with the positioning, branding and naming
Step 2: Positioning - Refining and defining the brand positioning
Step 3: Name/Brand Development - Product or company name development begins by applying the positioning strategy to figure out the marketing, branding and advertising efforts
Step 4: Trademark - Prescreening names under development through our trademark attorney to determine the likelihood that the company will be able to procure the names
Step 5: Creative/Testing - Production of creative support materials to flesh-out potential names, and market research testing when appropriate. These may include stories, ad treatments, or graphic layouts featuring leading name candidates
Step 6: Name and Tagline - Final names and taglines, along with a well-defined positioning strategy, are the outcome of our process
For more precise explication see: http://www.igorinternational.com/process/igor-naming-guide.pdf
