Marketing Communications & Consulting
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Wolfgang NedobityThe company name is only visible to registered members.23 Jun 2004, 01:39 am
Successful brand names typically follow four stages of creation: analysis of requirements, design, development, and testing. Understanding and using effective practices for each stage allows namedesigners to maximize a name’s probability of success.
In formal processes, requirements are gathered through market research, customer feedback, determination of target groups and cultural appropriateness. Informally, design requirements are often derived from direct knowledge or experience, formally from database consultation.
This stage is where design requirements are translated into a form that yields a set of specifications. Excellent design is usually accomplished through careful research of existing or analogous solutions, active brainstorming, ample use and testing of prototypes and tuning concepts. A selection of possible specifications would refer to:
- Cognitive dissonance
- Mnemonic device
- Depth of processing and memorability
- Exposure effect
- Hierarchy of needs
- Von Restorff effect
The development stage is where design specifications are transformed into an actual name by reducing the variability in the options and by applying creative skills in an iterative mode. Design iteration occurs when creating and refining design concepts. Each cycle in the design process narrows the wide range of possibilities until the name conforms to the design requirements. The outcome of design iteration is a detailed and well researched specification that it reflected by the final name.
The testing stage is where the name is tested to ensure that it meets design requirements and specifications, and will be accepted by the target clientel. Whether tests are deemed a success or failure is irrelevant in design iteration, since both success and failure provide important information about what does and does not work. In the case of failure, however, the name goes back to its development stage.
VINIT GANJWALA(not a XING member)18 Jul 2004, 1:39 pm
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