1. Position venture/product to acquire desired business image. (PM:131)
EI 4.01
Position venture/product to acquire desired business image. (PM:131)

2. What’s in a Name?
A business/product/brand name is very important because it represents your company’s identity.
Much of your packaging, promotion, etc will incorporate the business/product/brand name. ?

3. How to Develop Your Brand/Company Name
Develop a naming strategy
Generate potential names
Evaluate your potential names
Test your name
Protect your name

4. Characteristics of Successful Names
Easy to pronounce, recognize & remember
Give buyers the correct connotation of the product’s image
Qualify for legal protection (not contain words or phrases in general use)

5. Legal Considerations for Names
Check with the US Patent & Trademark Office to see if a similar name or variation of your name has been trademarked.
Be sure that your name has not already been claimed and is in use by another business within your state.
Claim your website domain and social media identity.
Register your business name with your state – this is your “Doing Business As” (DBA) or trade name
Apply for trademark protection