For industries that they are
familiar with, consumers rely on
their memories of particular brand
characteristics when they decide
what kind of brand a particular
brand really is. For industries they
are not familiar with, like going
shopping without knowing any of the
brands, they can only rely on the
connotations that the brand logo or
symbols bring. This is the reason
why the brand name is so important.
The first step on a brand name test
requires the client or the
engineering company to provide at
least 5 reserve names. CPResearch’s
brand name test Name ScreenTM uses a combination of
quantitative techniques and physical
representations to evaluate the six
names. Name Screen TM is able to
assist the client in the following
ways:
Single out the 2 best names for the
client to choose from
Current names can be re-evaluated,
and new names can be suggested
Detailed analysis of the meaning
that a brand carries, which provides
a wealth of data that can be used in
future advertising or brand design
