NAMING CRITERIA. During the workshop, we outlined the naming criteria to help guide both name development and inform the final naming selection. There were six key criteria: • Built from the brand strategy: the foundation for all name development. • Distinctive: it should be memorable and create brand differentiation. • Connects emotionally: evokes positive associations and connects with the audience. • Can be protected: ensure the name can be registered under national and international trademark laws. • Linguistics and universal meaning: should be easy to say and understand in the required markets.
