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The name that is selected for a new company, joint
venture or business unit, has far-reaching effects. A company's
corporate name, when combined with a logo, serves as its corporate
identity, which is one of the key assets of a company.
In addition, a corporate name helps to define
the corporate image, which impacts the corporate personality,
a key component that can either convince or dissuade potential
customers from working with you. In fact, the corporate name
often functions as a company's masterbrand and therefore can
be the cornerstone of an entire brand architecture system.
Therefore, while the general methodology to develop
a corporate name may appear similar to that for developing
a brand name and include name creation, global linguistic
assessment and name validation, the entire process must be
tailored because the objective is very different. Keen Branding
understands the key - and often seemingly contradictory -
objectives for a corporate naming project, including:
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It must be meaningful and targeted to your core audiences,
yet also appealing to potential customers, whom you may
not have identified.
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It must be simple and memorable, yet also communicate
the key - and often complex - attributes of your company.
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It must be different from your competitors, yet also communicate
a whole host of key attributes that your competitors would
like to communicate as well.
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It must communicate who you are, but also be general enough
to be encompassing of future operations.
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It is a decision that can have very positive and very
disastrous consequences in both the short and long term.
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And, it needs to be legally available and have
positive connotations in all of your key markets.
Keen Branding's Corporate Name Creation process
incorporates all of these factors to provide you with a targeted,
distinctive name that will support your business both in the
short term and long term. For more information about Keen
Branding's corporate naming services, please contact
us.
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