Brand creation process of LAGO
January 7, 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 Lago´s brand creation process.
Lago, a French naming and branding consultancy, has developed its own method to create companies’ names. It is also well-known for his qualitative tests while the name is being created or throughout the life of the brand. These are the 5 tests which a new created name has to pass before reaching the final stage.
1. Impact test: attraction and evocation power
- LAGO uses a representative sample to verify that the perceived message is that which the brand wishes to convey whilst ensuring that there are no negative connotations
2. Euphony test
- importance to the sound of the brand
3. Memorization test
- this test verifies the degree of brand memorization
4. Linguistic test
- An appreciation of name perception in the specific country
5. Quantitative tests
- allow validating qualitative results on a large scale through institutes that are selected and piloted by LAGO
for more information: http://www.lago.tm.fr/en/
