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Process

Developing a corporate brand name requires several steps:

Positioning

• Survey client
• Collect background material
• Meet with client
• Identify desired brand image
• Identify target markets
• Identify target audiences
• Identify corporate relationships
• Determine price points, features, benefits, promises
• Describe core essence
• Formulate positioning statement
• Perform competitive analysis

Creative

• Prepare naming brief
• Create name
• Receive global Chinese input
• Receive China input
• Receive Hong Kong input
• Receive Taiwan input
• Receive client input

Evaluation and Selection

• Perform legal evaluation
• Perform cultural and linguistic analysis
• Perform marketing evaluation

Launch

• Create visual identity
• Create experiential identity
• Make trademark applications
• Prepare internal announcement
• Prepare public announcement