THE NAMING TYPOLOGIES Sample Clauses

THE NAMING TYPOLOGIES. The basis for developing a name for the marketplace was set in workshop format. Six naming typologies were defined against the value proposition and used in the workshop as a means of categorising the names generated: Type 1: Descriptive (e.g. E*Trade) Descriptive brand names are those that readily convey the service or product offered by a company. Because of this, they tend to be unremarkable. While functional and utilitarian, descriptive names leave little room for creativity on the part of the brand or interpretation on the part of its audience. Think Toys R Us, E*Trade, General Motors, or YouSendIt. The upside of descriptive names is that they clearly communicate the brand story. The potential downside is that they hamstring a brand as it grows and looks to diversify. Descriptive names are also very hard to trademark as by nature they rely on common words or phrases.
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