{"id":4255,"date":"2016-01-23T03:12:38","date_gmt":"2016-01-23T03:12:38","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&#038;p=4255"},"modified":"2016-02-25T19:34:02","modified_gmt":"2016-02-25T19:34:02","slug":"reading-name-selection","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/chapter\/reading-name-selection\/","title":{"raw":"Reading: Name Selection","rendered":"Reading: Name Selection"},"content":{"raw":"<h2>What's in a (Brand) Name?<\/h2>\r\n<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/8423157044_f32d9f9f2e_o.jpg\" rel=\"attachment wp-att-5003\"><img class=\"alignleft wp-image-5003 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105359\/8423157044_f32d9f9f2e_o.jpg\" alt=\"A name tag that reads Hello my name is opportunity.\" width=\"180\" height=\"135\" \/><\/a>\r\n\r\nA brand identifies a company, product, or service as distinct from the competition. The brand is comprised\u00a0of all the things that create this identity. A brand's name is an essential part of the\u00a0package. A brand name may be a product name (like <em>Windows<\/em> or <em>Gmail<\/em>), or it may be the name under which the entire\u00a0organization operates (like <em>Microsoft<\/em> or <em>Google<\/em>). Because the name is so central\u00a0to identity, naming a brand is an integral part of creating\u00a0the brand's\u00a0reputation, development, and future success.\r\n\r\nTo some extent, a brand name amounts to whatever an organization makes of it: this is the genius of brand building and marketing strategy. Unlikely names have, on occasion, become powerhouse brands, and well-named brands have fizzled out. Naming is important because an ill-conceived or poorly chosen name can torpedo an organization's chances. At the same time, a great name alone isn't enough to guarantee success.\r\n<h2>Naming a Brand<\/h2>\r\n[caption id=\"attachment_5002\" align=\"alignright\" width=\"300\"]<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/IPod_line_as_of_2014.png\" rel=\"attachment wp-att-5002\"><img class=\"wp-image-5002\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105400\/IPod_line_as_of_2014.png\" alt=\"A comparison of iPods. The iPod Shuffle is a tiny square. The iPod Nano is over twice the size of the shuffle. The iPod Touch is twice the size of the iPod Nano.\" width=\"300\" height=\"258\" \/><\/a> Apple iPod line as of 2014. From left to right: iPod Shuffle, iPod Nano, iPod Touch. iPod is one of Apple\u2019s products named with the distinctive \u201ci.\u201d[\/caption]\r\n\r\nSelecting a brand name is one of the most important product decisions a seller makes. A brand name reflects the overall product image, positioning, and, ideally, its benefits. A successful brand name can enable a product to be meaningfully advertised and distinguished from competitors; tracked down by consumers; and given legal protection. At its best, a brand can provide a carryover effect when customers are able to associate quality products with an established brand name.\u00a0Attention to naming also helps customers associate products within the same brand family.\u00a0For example, Apple names its mobile products with a lowercase<em> i\u2014<\/em>for example<em>,<\/em>\u00a0iPad, iPod, iPhone. Starbucks names its coffee sizes in Italian.\r\n\r\nRemember that legally protectable brand names are mandatory if an organization\u00a0plans to produce mass advertising for their product or service.\u00a0Once an organization starts using a new brand name, it may encounter other organizations' claim to own the rights to that name and threaten legal action. To avoid the risks and potential expense associated with legal challenges to a brand name, it is important to use a thorough, systematic process for selecting a brand name.\r\n<h3>Selecting a Naming Strategy<\/h3>\r\nBefore you start brainstorming new brand names and registering domain names, the company should evaluate which naming\/branding policy to pursue for the new offering\u00a0and choose one\u00a0the following three viable options. This process helps determine whether you even need a new brand name.\r\n<ul>\r\n\t<li><strong>Strategy 1: Own\u00a0Brand.<\/strong>\u00a0A strict branding policy under which a company only produces products and services using its own brand. In this scenario, you need a new brand name.<\/li>\r\n\t<li><strong>Strategy 2:\u00a0Private-Label Brand.\u00a0<\/strong>An exclusive distributor's brand policy in which\u00a0a producer does not have a brand of his own but agrees to sell his products only to a particular distributor and carry that distributor's\u00a0brand name (typically employed by private brands). In this scenario, the new offering will carry the distributor's brand name, so you don't need to create your own new brand.<\/li>\r\n\t<li><strong>Strategy 3: Mixed Brand.<\/strong> A mixed-brand policy allows both own-branded and private-label versions of the offering. In this scenario, you need a new brand name for the own-branded product, and the distributor's version of the product will carry the distributor's brand name.<\/li>\r\n<\/ul>\r\n<h3>Steps to Develop\u00a0a New Brand Name<\/h3>\r\nOnce you have confirmed that you need a new brand name, you should follow a systematic approach\u00a0to developing and selecting one, as described below:\r\n<ol>\r\n\t<li><strong>Define what you're naming.<\/strong> Define the personality and distinctive attributes of the company or product to be named.<\/li>\r\n\t<li><strong>Check the landscape.<\/strong> Scan the competitive landscape to identify brand names already active in the category, in order to avoid selecting a name that would easily be confused with competitors.<\/li>\r\n\t<li><strong>Brainstorm ideas.<\/strong> Engage a naming team to brainstorm ideas and generate potential brand names. Due to the challenges of identifying a unique, protectable name in today's global market, the naming team should include some members with prior naming experience. Often companies hire specialty naming firms to add creative power and expertise to the process. The team should generate lots of ideas, knowing that the vast majority will fall out during the screening process.<\/li>\r\n\t<li><strong>Screen and knock out problematic names.<\/strong> Screen favorite names to make sure they are available to use perceptually (no mind-share conflicts with other known brands), legally (no trademark conflicts) and linguistically (no problems in translation).\r\n<ul>\r\n\t<li><strong>Perceptual screening:<\/strong>\u00a0Start the screening process with thorough Google searches on the names being considered in order to eliminate any that could easily be confused with established\u00a0players in your\u00a0product or service category, or a related category. If an established brand name is similar in terms of phonetics (sound), spelling, root word, or meaning, there is probably a conflict. Check with a trademark attorney if you have questions.<\/li>\r\n\t<li><strong>Legal screening:<\/strong> The next screening process is to evaluate potential conflicts with registered trademarks that exist in the product or service categories in question. <a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/100453947_59fb6a0087_b.jpg\" rel=\"attachment wp-att-5008\"><img class=\"alignright wp-image-5008\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105401\/100453947_59fb6a0087_b-683x1024.jpg\" alt=\"A man in a foreign police uniform.\" width=\"250\" height=\"375\" \/><\/a>Each country has its own trademark registry, so this search must be performed\u00a0in each country where you expect to do business using this brand name.\u00a0While anyone can attempt this process, due to the legal complexities of global trademark law, it's advisable\u00a0to engage an experienced trademark attorney to review the names, conduct an authoritative search, and provide legal clearance for the short list of final names. To learn more about this process, check out the freely available U.S. Patent &amp; Trademark Office (USPTO)\u00a0<a href=\"http:\/\/www.uspto.gov\/trademark\" target=\"_blank\">Trademark Electronic Search Service (TESS)<\/a> trademark search tools.<\/li>\r\n\t<li><strong>Linguistic screening:<\/strong> If you plan to use the brand name in different countries and languages, a linguistic screening is a must. Use a naming firm or a linguistic screening firm to screen your final, short-listed name candidates with native speakers from the countries where you plan to operate. The linguistic screening can help you avoid blunders like GM rushing to rename the Buick LaCrosse sedan in Canada when it learned that the word <em>crosse<\/em>\u00a0means either\u00a0<em>rip-off<\/em> or <em>masturbation<\/em> in Quebec French, depending on the context.[footnote]https:\/\/en.wikipedia.org\/wiki\/Buick_LaCrosse[\/footnote]<span style=\"color: #ff0000;\">\u00a0<\/span><\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><strong>Check domain name\u00a0and social media availability.<\/strong>\u00a0If you want to operate a Web site or social media using your new brand name, you will need an Internet domain name for your Web site, as well as social media accounts. As you are refining your short list of cleared names, check on the availability of domain names and social media handles. If you're lucky, a clear .com domain will\u00a0be\u00a0available to reserve or\u00a0purchase at a reasonable price, and a clear Twitter name will also be available. Here are some tips for navigating this process:\r\n<ul>\r\n\t<li><strong>Use a reputable registry to check availability.<\/strong>\u00a0When you're checking on domain-name\u00a0availability, don't\u00a0just google domain names at random. Instead, use a reputable domain-name registry like Godaddy.com or Register.com. When you use Google or other standard search engines, Internet bots track this activity to detect interest in unregistered domain names. Unscrupulous Internet profiteers buy up these domains and then\u00a0offer them for resale at a significant markup. When you decide to reserve your domain names, be sure to use reputable registries in all the countries where you plan to operate.<\/li>\r\n\t<li><strong>Look at variations of your chosen name(s).<\/strong> Consider reserving domain-name variations of your chosen brand name(s), either because the\u00a0original names you want are not\u00a0available, or because you may want to control close variations to avoid letting them fall\u00a0into the hands of competitors or Internet profiteers. For example, if your chosen brand name is \"Chumber,\" you may find that\u00a0<em>chumber.com<\/em>\u00a0has been taken, but\u00a0<em>chumber.net<\/em>, <em>chumber.org,<\/em>\u00a0and <em>chumbercompany.com<\/em> are all\u00a0available. Although you don't need all\u00a0of these, you might\u00a0choose to register them so that no one else can \"own\" the names and make mischief for you. For social media account names, if your first choice isn't available, explore variations\u2014perhaps a shortened version of your desired name. Remember, for services such as Twitter, shorter names fit better into the\u00a0limited length of social media posts.<\/li>\r\n\t<li><strong>Check out your Internet \"neighbors.\"<\/strong> For any domain names that are <em>not<\/em> available according to a reputable domain-name registry, <em>do<\/em>\u00a0google them to see where they take you. Some may be operated by other businesses, while others may be \"parked\" and inoperative.\u00a0Before you settle on a final domain name for your brand, make sure you investigate\u00a0where common misspellings of your name might take site visitors. For example, an education technology company seriously considered the\u00a0brand name \"OpenMind\" and the domain\u00a0<em>openmind.com<\/em>\u00a0until a marketing team member discovered that a variant spelling, <em>openminded.com<\/em>, would take prospective site visitors to an adult entertainment Web site.<\/li>\r\n\t<li><strong>Reserve domains in geographies where you plan to do business.<\/strong> Consider whether to reserve domain names\u00a0using different extensions. In other words, not just <em>yourbrand.com<\/em>, but also other extensions including those in other countries where you plan to operate: <em>yourbrand.mx<\/em> for Mexico, <em>yourbrand.cn<\/em> for China, <em>yourbrand.ca<\/em>\u00a0for Canada, and so forth. If you plan to do business in multiple countries, it is wise to reserve domain names in each of the countries that are strategically important to your company.<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><strong>Customer-test your final short-listed names.<\/strong> It is always wise to conduct market research to test short-listed names among your target customers. This gives you insight into how they will hear, interpret, and think about the names you are considering. Customer testing can reveal nuances or connotations of\u00a0a name that didn't occur to the naming team earlier\u2013for better or for worse. Customer testing results can also be a great tie-breaker if the naming team is split between finalists.<\/li>\r\n\t<li><strong>Make your final selection.<\/strong> Ultimately the naming team should select the name with the most potential for creating a strong, differentiated brand, combined with the least risk from a trademark ownership perspective.<\/li>\r\n\t<li><strong>Take steps to get trademark protection for your new brand.<\/strong>\r\n\r\n[caption id=\"attachment_5010\" align=\"alignright\" width=\"100\"]<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/registered-98574_640.png\" rel=\"attachment wp-att-5010\"><img class=\"wp-image-5010\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105405\/registered-98574_640.png\" alt=\"Official trademark symbol: black circle with a capital letter R in the middle.\" width=\"100\" height=\"100\" \/><\/a> Official registered trademark symbol[\/caption]\r\n\r\nOnce a final name is chosen, engage a trademark attorney to file a trademark or service mark registration for the new brand. Ask for legal counsel on where to register your marks based on where you plan to operate globally. While this step may seem expensive and time-consuming, it can protect you and diminish risk for the organization if your brand name is ever challenged legally. Down the road, it is easier to enter into licensing and other types of agreements if a brand name is registered. Licensing can be a lucrative strategy for strong brands.<\/li>\r\n<\/ol>\r\n<h2><strong>Check Your Understanding<\/strong><\/h2>\r\nAnswer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.\r\n\r\nUse this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.\r\n\r\nhttps:\/\/assessments.lumenlearning.com\/assessments\/791","rendered":"<h2>What&#8217;s in a (Brand) Name?<\/h2>\n<p><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/8423157044_f32d9f9f2e_o.jpg\" rel=\"attachment wp-att-5003\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-5003 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105359\/8423157044_f32d9f9f2e_o.jpg\" alt=\"A name tag that reads Hello my name is opportunity.\" width=\"180\" height=\"135\" \/><\/a><\/p>\n<p>A brand identifies a company, product, or service as distinct from the competition. The brand is comprised\u00a0of all the things that create this identity. A brand&#8217;s name is an essential part of the\u00a0package. A brand name may be a product name (like <em>Windows<\/em> or <em>Gmail<\/em>), or it may be the name under which the entire\u00a0organization operates (like <em>Microsoft<\/em> or <em>Google<\/em>). Because the name is so central\u00a0to identity, naming a brand is an integral part of creating\u00a0the brand&#8217;s\u00a0reputation, development, and future success.<\/p>\n<p>To some extent, a brand name amounts to whatever an organization makes of it: this is the genius of brand building and marketing strategy. Unlikely names have, on occasion, become powerhouse brands, and well-named brands have fizzled out. Naming is important because an ill-conceived or poorly chosen name can torpedo an organization&#8217;s chances. At the same time, a great name alone isn&#8217;t enough to guarantee success.<\/p>\n<h2>Naming a Brand<\/h2>\n<div id=\"attachment_5002\" style=\"width: 310px\" class=\"wp-caption alignright\"><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/IPod_line_as_of_2014.png\" rel=\"attachment wp-att-5002\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5002\" class=\"wp-image-5002\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105400\/IPod_line_as_of_2014.png\" alt=\"A comparison of iPods. The iPod Shuffle is a tiny square. The iPod Nano is over twice the size of the shuffle. The iPod Touch is twice the size of the iPod Nano.\" width=\"300\" height=\"258\" \/><\/a><\/p>\n<p id=\"caption-attachment-5002\" class=\"wp-caption-text\">Apple iPod line as of 2014. From left to right: iPod Shuffle, iPod Nano, iPod Touch. iPod is one of Apple\u2019s products named with the distinctive \u201ci.\u201d<\/p>\n<\/div>\n<p>Selecting a brand name is one of the most important product decisions a seller makes. A brand name reflects the overall product image, positioning, and, ideally, its benefits. A successful brand name can enable a product to be meaningfully advertised and distinguished from competitors; tracked down by consumers; and given legal protection. At its best, a brand can provide a carryover effect when customers are able to associate quality products with an established brand name.\u00a0Attention to naming also helps customers associate products within the same brand family.\u00a0For example, Apple names its mobile products with a lowercase<em> i\u2014<\/em>for example<em>,<\/em>\u00a0iPad, iPod, iPhone. Starbucks names its coffee sizes in Italian.<\/p>\n<p>Remember that legally protectable brand names are mandatory if an organization\u00a0plans to produce mass advertising for their product or service.\u00a0Once an organization starts using a new brand name, it may encounter other organizations&#8217; claim to own the rights to that name and threaten legal action. To avoid the risks and potential expense associated with legal challenges to a brand name, it is important to use a thorough, systematic process for selecting a brand name.<\/p>\n<h3>Selecting a Naming Strategy<\/h3>\n<p>Before you start brainstorming new brand names and registering domain names, the company should evaluate which naming\/branding policy to pursue for the new offering\u00a0and choose one\u00a0the following three viable options. This process helps determine whether you even need a new brand name.<\/p>\n<ul>\n<li><strong>Strategy 1: Own\u00a0Brand.<\/strong>\u00a0A strict branding policy under which a company only produces products and services using its own brand. In this scenario, you need a new brand name.<\/li>\n<li><strong>Strategy 2:\u00a0Private-Label Brand.\u00a0<\/strong>An exclusive distributor&#8217;s brand policy in which\u00a0a producer does not have a brand of his own but agrees to sell his products only to a particular distributor and carry that distributor&#8217;s\u00a0brand name (typically employed by private brands). In this scenario, the new offering will carry the distributor&#8217;s brand name, so you don&#8217;t need to create your own new brand.<\/li>\n<li><strong>Strategy 3: Mixed Brand.<\/strong> A mixed-brand policy allows both own-branded and private-label versions of the offering. In this scenario, you need a new brand name for the own-branded product, and the distributor&#8217;s version of the product will carry the distributor&#8217;s brand name.<\/li>\n<\/ul>\n<h3>Steps to Develop\u00a0a New Brand Name<\/h3>\n<p>Once you have confirmed that you need a new brand name, you should follow a systematic approach\u00a0to developing and selecting one, as described below:<\/p>\n<ol>\n<li><strong>Define what you&#8217;re naming.<\/strong> Define the personality and distinctive attributes of the company or product to be named.<\/li>\n<li><strong>Check the landscape.<\/strong> Scan the competitive landscape to identify brand names already active in the category, in order to avoid selecting a name that would easily be confused with competitors.<\/li>\n<li><strong>Brainstorm ideas.<\/strong> Engage a naming team to brainstorm ideas and generate potential brand names. Due to the challenges of identifying a unique, protectable name in today&#8217;s global market, the naming team should include some members with prior naming experience. Often companies hire specialty naming firms to add creative power and expertise to the process. The team should generate lots of ideas, knowing that the vast majority will fall out during the screening process.<\/li>\n<li><strong>Screen and knock out problematic names.<\/strong> Screen favorite names to make sure they are available to use perceptually (no mind-share conflicts with other known brands), legally (no trademark conflicts) and linguistically (no problems in translation).\n<ul>\n<li><strong>Perceptual screening:<\/strong>\u00a0Start the screening process with thorough Google searches on the names being considered in order to eliminate any that could easily be confused with established\u00a0players in your\u00a0product or service category, or a related category. If an established brand name is similar in terms of phonetics (sound), spelling, root word, or meaning, there is probably a conflict. Check with a trademark attorney if you have questions.<\/li>\n<li><strong>Legal screening:<\/strong> The next screening process is to evaluate potential conflicts with registered trademarks that exist in the product or service categories in question. <a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/100453947_59fb6a0087_b.jpg\" rel=\"attachment wp-att-5008\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-5008\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105401\/100453947_59fb6a0087_b-683x1024.jpg\" alt=\"A man in a foreign police uniform.\" width=\"250\" height=\"375\" \/><\/a>Each country has its own trademark registry, so this search must be performed\u00a0in each country where you expect to do business using this brand name.\u00a0While anyone can attempt this process, due to the legal complexities of global trademark law, it&#8217;s advisable\u00a0to engage an experienced trademark attorney to review the names, conduct an authoritative search, and provide legal clearance for the short list of final names. To learn more about this process, check out the freely available U.S. Patent &amp; Trademark Office (USPTO)\u00a0<a href=\"http:\/\/www.uspto.gov\/trademark\" target=\"_blank\">Trademark Electronic Search Service (TESS)<\/a> trademark search tools.<\/li>\n<li><strong>Linguistic screening:<\/strong> If you plan to use the brand name in different countries and languages, a linguistic screening is a must. Use a naming firm or a linguistic screening firm to screen your final, short-listed name candidates with native speakers from the countries where you plan to operate. The linguistic screening can help you avoid blunders like GM rushing to rename the Buick LaCrosse sedan in Canada when it learned that the word <em>crosse<\/em>\u00a0means either\u00a0<em>rip-off<\/em> or <em>masturbation<\/em> in Quebec French, depending on the context.<a class=\"footnote\" title=\"https:\/\/en.wikipedia.org\/wiki\/Buick_LaCrosse\" id=\"return-footnote-4255-1\" href=\"#footnote-4255-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><span style=\"color: #ff0000;\">\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<li><strong>Check domain name\u00a0and social media availability.<\/strong>\u00a0If you want to operate a Web site or social media using your new brand name, you will need an Internet domain name for your Web site, as well as social media accounts. As you are refining your short list of cleared names, check on the availability of domain names and social media handles. If you&#8217;re lucky, a clear .com domain will\u00a0be\u00a0available to reserve or\u00a0purchase at a reasonable price, and a clear Twitter name will also be available. Here are some tips for navigating this process:\n<ul>\n<li><strong>Use a reputable registry to check availability.<\/strong>\u00a0When you&#8217;re checking on domain-name\u00a0availability, don&#8217;t\u00a0just google domain names at random. Instead, use a reputable domain-name registry like Godaddy.com or Register.com. When you use Google or other standard search engines, Internet bots track this activity to detect interest in unregistered domain names. Unscrupulous Internet profiteers buy up these domains and then\u00a0offer them for resale at a significant markup. When you decide to reserve your domain names, be sure to use reputable registries in all the countries where you plan to operate.<\/li>\n<li><strong>Look at variations of your chosen name(s).<\/strong> Consider reserving domain-name variations of your chosen brand name(s), either because the\u00a0original names you want are not\u00a0available, or because you may want to control close variations to avoid letting them fall\u00a0into the hands of competitors or Internet profiteers. For example, if your chosen brand name is &#8220;Chumber,&#8221; you may find that\u00a0<em>chumber.com<\/em>\u00a0has been taken, but\u00a0<em>chumber.net<\/em>, <em>chumber.org,<\/em>\u00a0and <em>chumbercompany.com<\/em> are all\u00a0available. Although you don&#8217;t need all\u00a0of these, you might\u00a0choose to register them so that no one else can &#8220;own&#8221; the names and make mischief for you. For social media account names, if your first choice isn&#8217;t available, explore variations\u2014perhaps a shortened version of your desired name. Remember, for services such as Twitter, shorter names fit better into the\u00a0limited length of social media posts.<\/li>\n<li><strong>Check out your Internet &#8220;neighbors.&#8221;<\/strong> For any domain names that are <em>not<\/em> available according to a reputable domain-name registry, <em>do<\/em>\u00a0google them to see where they take you. Some may be operated by other businesses, while others may be &#8220;parked&#8221; and inoperative.\u00a0Before you settle on a final domain name for your brand, make sure you investigate\u00a0where common misspellings of your name might take site visitors. For example, an education technology company seriously considered the\u00a0brand name &#8220;OpenMind&#8221; and the domain\u00a0<em>openmind.com<\/em>\u00a0until a marketing team member discovered that a variant spelling, <em>openminded.com<\/em>, would take prospective site visitors to an adult entertainment Web site.<\/li>\n<li><strong>Reserve domains in geographies where you plan to do business.<\/strong> Consider whether to reserve domain names\u00a0using different extensions. In other words, not just <em>yourbrand.com<\/em>, but also other extensions including those in other countries where you plan to operate: <em>yourbrand.mx<\/em> for Mexico, <em>yourbrand.cn<\/em> for China, <em>yourbrand.ca<\/em>\u00a0for Canada, and so forth. If you plan to do business in multiple countries, it is wise to reserve domain names in each of the countries that are strategically important to your company.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Customer-test your final short-listed names.<\/strong> It is always wise to conduct market research to test short-listed names among your target customers. This gives you insight into how they will hear, interpret, and think about the names you are considering. Customer testing can reveal nuances or connotations of\u00a0a name that didn&#8217;t occur to the naming team earlier\u2013for better or for worse. Customer testing results can also be a great tie-breaker if the naming team is split between finalists.<\/li>\n<li><strong>Make your final selection.<\/strong> Ultimately the naming team should select the name with the most potential for creating a strong, differentiated brand, combined with the least risk from a trademark ownership perspective.<\/li>\n<li><strong>Take steps to get trademark protection for your new brand.<\/strong>\n<div id=\"attachment_5010\" style=\"width: 110px\" class=\"wp-caption alignright\"><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/registered-98574_640.png\" rel=\"attachment wp-att-5010\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5010\" class=\"wp-image-5010\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105405\/registered-98574_640.png\" alt=\"Official trademark symbol: black circle with a capital letter R in the middle.\" width=\"100\" height=\"100\" \/><\/a><\/p>\n<p id=\"caption-attachment-5010\" class=\"wp-caption-text\">Official registered trademark symbol<\/p>\n<\/div>\n<p>Once a final name is chosen, engage a trademark attorney to file a trademark or service mark registration for the new brand. Ask for legal counsel on where to register your marks based on where you plan to operate globally. While this step may seem expensive and time-consuming, it can protect you and diminish risk for the organization if your brand name is ever challenged legally. Down the road, it is easier to enter into licensing and other types of agreements if a brand name is registered. Licensing can be a lucrative strategy for strong brands.<\/li>\n<\/ol>\n<h2><strong>Check Your Understanding<\/strong><\/h2>\n<p>Answer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.<\/p>\n<p>Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.<\/p>\n<p>\t<iframe id=\"lumen_assessment_791\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=791&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_791\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-4255\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Revision and adaptation. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Branding, from Introduction to Business. <strong>Authored by<\/strong>: Linda Williams and Lumen Learning. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/courses.candelalearning.com\/masterybusiness2xngcxmasterfall2015\/chapter\/reading-branding-labeling-and-packaging\/\">https:\/\/courses.candelalearning.com\/masterybusiness2xngcxmasterfall2015\/chapter\/reading-branding-labeling-and-packaging\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><li>Hello, My Name Is Opportunity. <strong>Authored by<\/strong>: One Way Stock. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/paulbrigham\/8423157044\/\">https:\/\/www.flickr.com\/photos\/paulbrigham\/8423157044\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nd\/4.0\/\">CC BY-ND: Attribution-NoDerivatives<\/a><\/em><\/li><li>The iPod Line. <strong>Authored by<\/strong>: Kyro. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/commons.wikimedia.org\/wiki\/File:IPod_line_as_of_2014.png\">https:\/\/commons.wikimedia.org\/wiki\/File:IPod_line_as_of_2014.png<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>RCMP in Formal Dress. <strong>Authored by<\/strong>: Kris Kru00fcg. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/kk\/100453947\/\">https:\/\/www.flickr.com\/photos\/kk\/100453947\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><li>Registered Trademark Symbol. <strong>Provided by<\/strong>: Pixabay. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/pixabay.com\/en\/registered-trademark-brand-sign-98574\/\">https:\/\/pixabay.com\/en\/registered-trademark-brand-sign-98574\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/about\/cc0\">CC0: No Rights Reserved<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-4255-1\">https:\/\/en.wikipedia.org\/wiki\/Buick_LaCrosse <a href=\"#return-footnote-4255-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":8,"menu_order":12,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Branding, from Introduction to Business\",\"author\":\"Linda Williams and Lumen Learning\",\"organization\":\"\",\"url\":\"https:\/\/courses.candelalearning.com\/masterybusiness2xngcxmasterfall2015\/chapter\/reading-branding-labeling-and-packaging\/\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Revision and adaptation\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Hello, My Name Is Opportunity\",\"author\":\"One Way 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