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Interbrand BrandWizard

Naming Wizard & Archive


Streamlining your global naming process across a decentralized organization.

Address
130 Fifth Avenue
New York, NY 10011

Telephone
212 798 7600
Fax
212 741 7672
Website
www.brandwizard.com

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Table of Contents

Executive Summary...................................................................................................................................Page 3

Automate Your Global Naming..........................................................................................................Page 4

Control Your Global Branding ............................................................................................................Page 5

The Naming Wizard .................................................................................................................................Page 6

The Naming Archive.................................................................................................................................Page 7

About BrandWizard Technologies ....................................................................................................Page 8


Page 3

Introduction

Executive Summary

With the shocking pace of business change over the


last ten years, corporations are developing more
products and services in a shorter time frame than ever
before. Each of these new products and services needs
a name that fits in with and compliments your corporate
brand strategy. In many cases, these names also need
to be trademarked and registered as URL’s.

Unfortunately, without an automated online system to


manage and streamline the process of your naming, it
is simply too difficult for a decentralized corporation to
manage its global naming effectively. The process of
naming is too expensive and time consuming and the
results are usually not consistent with your overall
corporate brand architecture.

At Interbrand, we see this problem every day because


many of our clients are struggling with the same issues
that you are facing. Our software development group,
BrandWizard Technologies, has worked with many of
our multinational clients to solve the problem of
managing a centralized naming program within a
decentralized corporation. Through the course of their
work, they have developed the technology discussed
here, the BrandWizard Naming Wizard and Archive.
Page 4

Automate Your Global Naming

The above diagram details how your naming process will work with the
BrandWizard system. A Requester (any business person that needs a
name) will use the Naming Wizard to send a request for a new name
to a Namer. The Namer can then review all of the new requests in the
Naming Archive and decide which ones become pre-legally approved.
The Reviewer will be alerted to all new brand and sub brand requests.

When a Namer approves a name, the status of the name automatically


changes to “Pre-legally approved”. This alerts the legal department to
do a full search for all of the countries that the Requester requires
clearance for. Depending on your corporate policies, the BrandWizard
system can be configured to automatically search web-based
trademark databases and services and send these reports onto your
legal department.

Once the Legal department approves of a name, the status switches to


“Approved” and the Requester and Namer are automatically notified.
The final status is “Announced” and that happens when the Requester
is ready to go to market with the new name.
Page 5

Control your Global Branding

The above diagram details the business logic of a sample Naming Wizard. Although your naming
architecture is unique, you will most likely find many similarities with the naming architecture
illustrated above.

The Naming Wizard will walk a Requester through a series of sequential questions until it has
enough information to generate a Naming Request. As can be expected, certain questions are
branding related and certain questions are business related. Branding related questions are
designed to help guide the Requester into positioning their product or service within the corporate
naming architecture. Business related questions are designed to remind the Requester that certain
pursuits, like developing a new master brand, require a substantial investment of time and money.

The purpose of the Naming Wizard is to quickly lead all of your business people (the Requesters)
down a track that is consistent with your naming and branding goals.
Page 6

The Naming Wizard

The interface for the Naming Wizard is not much different


than other Wizards in the BrandWizard family of products
or Wizards that you might find in Microsoft products like
Office 2000.

A Requester will begin with the Background Information


page and proceed through a series of screens until their
request is complete. The choices that the Requester makes
will determine the subsequent screens that the system will
serve. Some naming requests will require only three
screens, whereas others can require ten or more.

The final screen in any naming request will summarize the


Requester’s choices and ask her if she would like to submit
the request. Once submitted, the request is sent to the
Naming Archive and given the status of “Submitted”.
At this point the Namer is notified and they can review
the request and decide whether or not to send it for
legal approval.
Page 7

The Naming Archive

The Naming Archive will be your strategic name bank. It will safeguard
all of your valuable trademark and naming assets and provide easy
access for designated employees. All naming requests are databased
in the Naming Archive. A naming request will change its status within
the Naming Archive during the course of the approval process.

Many times, your company will already own a name that is appropriate
for a new product or service. Before you begin the arduous and
sometimes expensive process of developing a new name you should
take a quick check of your intranet-based Naming Archive. With the
archive’s easy search capabilities, you will turn up valuable and
appropriate names at the beginning of a project.
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About BrandWizard Technologies

BrandWizard Technologies is a consulting firm that


offers companies a fully integrated global solution
for all of their brand management requirements. Our
Web-based custom tools work in concert with an
organization’s wide array of digital assets, empowering
employees and vendors around the world with instant
access to corporate identity materials, brand
guidelines, packaging artwork and more. Our patented
Wizards offer clients unparalleled branding
automation. No matter how large the corporation or
how complex its product offerings, BrandWizard can
harness the reach and speed of the Internet to tailor a
complete turn-key brand management solution.

BrandWizard Technologies is a subsidiary of


Interbrand Corporation. As part of its commitment to
being the world’s leading strategic branding
consultancy, Interbrand Corporation has set up
BrandWizard Technologies to provide Internet-based
brand management tools and consulting.

Interbrand Corporation is a member of Omnicom


Group, a strategic and financial holding company that
manages a portfolio of market-leading companies in
the disciplines of advertising, marketing services,
specialty communications, interactive media, and media
buying services. Omnicom is listed on the New York
Stock Exchange (OMC).

Dell is a registered trademark of Dell Computer. GM GoodWrench, GM


GoodWrench Service Plus and Genuine GM Parts are registered trademarks
of General Motors Corporation.