Naming and branding systems

Many companies find themselves with a tangle of brands and names that confuse their customers and fail to support their strategy. This condition may occur internally over time, or it may be the result of mergers and acquisitions. Common scenarios:

• Acquisition and legacy names persist in the nomenclature, with no clear way to evaluate and jettison them.
  
  
• Names don’t seem to fit together or support the overall brand.
  
  
• Too many names, not enough names, or names at the wrong levels.
  

• Names are too costly to develop and maintain; internal naming projects fail.

• No guidelines exist for future naming.

The Russell Mark Group has completed naming systems for some of the world’s leading corporations, from Visa International to Kaiser Permanente. Because of this, we are uniquely qualified to conduct these complex projects, which require an in-depth knowledge of the company and its business strategy as well as solid naming expertise. 

Naming & Branding Systems