Brand creation process of Kao’s consulting
February 3, 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 Kao´s consulting´s brand creation process.
Since 1986, the company has created more than 1600 names. On their website we found an interesting chart describing their brand creation process which consists 8 segments.
1. Client briefing - comprehension of strategic needs assessment
2. Creative platform - ratification of creative platform proposed by Kaos
3. Creativity - Platform inquiry using Brainbooster TM, creativity sessions, formation of 300 to 500 names
4. Legal discovery - Legal validation in conjunction with the creative assimilation
5. Results - Hosting of a brand name allocation session: file with 30 proposed names and their associated back stories. Help in short listing brand names
6. Sociocultural benchmarking - Validation with our international sounding board network to check pronunciation, meaning, and sensibilities surrounding proposed names
7. In- depth legal due diligence - Legal precedence research for similarities (Kaos affiliates)
8. Test - Brand name testing (optional)
Source: http://www.kaosconsulting.com/en/metiers.htm?page=demarche
