Competitive Brand Name Research

By on Mar 7, 2010 in competitive names, name testing, naming research, naming strategy, trademarks

Many of you may find yourselves constantly fighting to grab top of mind awareness and preference for your key brand names.  One tactic that will help insure victory is to thoroughly analyze your competitors’ names, nomenclature system and naming architecture.  Competitive brand name research can address issues like:

  • Which names are driving the most traffic to each of your competitor’s web sites?
  • How are competitors employing different naming strategies like master brands, endorser brands and blue granules?
  • Where has “category creep” created inconsistencies between trademark rights and actual usage?
  • How well are your brand names performing compared to your competitors on key metrics like memorability, positive purchase intent, differentiation and engagement?
  • Where are the weaknesses in each competitor’s naming architecture and how can you leverage your brand portfolio to take advantage of the resulting opportunities?

For answers to these and many other related question, please contact Mike Carr at 512-267-1814.

Post a Comment

  • HealthYes!

    Video Testimonial - Part 1 | 2

  • Snapio

    Video Testimonial - Part 1 | 2

  • Raving Fans

  • Thanks so much for all your expert advice and professional project management throughout this endeavor. This has been one of the most satisfying engagements with a vendor that I have experienced over the years, which speaks to the high quality and thoughtful output of your efforts. I especially appreciated your flexibility and patience as the project took on new challenges which impacted the scope of work. You can be certain that as our business grows, NameStormers will be top-of-mind for future work.
    Will Jarred - Executive Director of Sales & Marketing - ETS - Educational Testing Service

  • ________________

  • I must underscore what an absolute pleasure it was to work with you during this entire project. Your methodical, timely, and resourceful approach to educating me on how a new name affects a company, and the steps you so painstaking address to make the transition a seamless one, were outstanding. Each time I needed to contact you to get direction or clarification, you responded with immediate and informative action. You are the consummate professional and a real pleasure to work with.
    Dorian Stern - Director of Marketing, Logicare

  • ________________

  • Thank you for your excellent work, great customer service, and fast turnaround. I'd be happy to provide references for you. We decided on Alliant as a good tie to the corporate name: Virginia Mason-Group Health Alliance, Inc. And we've got two Alliant Health Plans, Plus which is a point of service plan, and Select for the HMO.
    Paula Heath - Director of Advertising & Sales Promotion - Group Health Cooperative of Puget Sound

  • ________________

  • I received your presentation booklet for our new car concept---I looked through it and want to compliment you on an outstanding job. The names you have developed will be terrific starting points for us as we move our project forward. We will not hesitate to use your firm again.
    Mike Suchstand - Vice President, Strategic Development - THORN Americas, Inc.

  • ________________

  • I have hired Mike to do naming projects for several of our clients. Naming can be a difficult area for many companies and Mike does a great job walking people through the process and making them feel comfortable. One of his strengths is his ability to ask the right questions to really understand the problem and the objectives at hand. This allows NameStormers to always come up with a wide variety of options that expands the thinking of the client. I have yet to have a client be disappointed with the process or the results. If you are considering going through a naming exercise, I would highly recommend Mike and The NameStormers.
    Tom Dorow, Design North.

  • ________________

  • We have filed six trademarks to date which were created by The NameStormers. As is, six global trademarks in one year is unprecedented for any agency we have contacted. On several projects, you triumphed where other agencies had failed us. The process is simple, fast and yields wonderful results.
    Tracey K. Higgins - Director, Trademark Development - Worldwide Human Health Marketing, MERCK & Co., Inc.

  • ________________

  • I wanted to thank you and the NameStorming team for your great effort in helping me find a name for the company and our first product...starting a new business is quite a sizeable undertaking so knowing a competent team was tending to the name issues was a relief. We love the (company) name. We are also going to use the product name Acquis for a family of internet-and-otherwise commerce software packages. It really was a pleasure working with you. I look forward to NameStorming in the future.
    Tom Dowdell - Senior Software Developer - Intuitive Edge