brand portfolio
The most valuable brand portfolios consist of brands that interact to strengthen eachother.
The same holds for the brand names. Well chosen names make the right distinctions, so customers can easily make the right choice.
Such a set of adjusted brand names and naming levels, we call a naming system. For example, a car manufacturer can have a naming system for different car brands, each on its turn encompassing several types and variants. Another example is a food company owning several main brands each having diverse sub brands with all kinds of line extensions.
Good portfolio naming helps customers by placing the right information and the right emotional values at the right places, and shows what relationships exist between subbrands.
A practical naming system generates a clear brand identity, while it still offers flexibility for future developments. It brings structure to the company, the portfolio and even the market.
Globrands has thorough expertise regarding branding and brand law. We share a fondness for language and brand culture and distinguish ourselves with creativity on the square millimeter.
We like working with the best brand strategists, design companies and brand attorneys. For international projects, we make use of the Global Naming Network, which has offices all over the world, for creation as well as juridical and linguistic research.