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Product Naming

2 min read

Product Naming

At Fluid, we understand the critical role that a unique product brand name plays in establishing a successful identity in today’s competitive marketplace. Our comprehensive approach combines clear brand strategy with rigorous research and trademark expertise to help clients find names that are distinctive, evocative, and legally protected.

Our process begins with a clear brand strategy that sets the foundation for naming. We engage in extensive brainstorming sessions, leveraging insights from market research and consumer behaviour to develop a shortlist of potential names. Throughout this process, we conduct thorough database checks and URL availability searches to ensure that the names we propose can be uniquely owned by our clients. Collaborating with our trademark law network partners, we navigate the complexities of trademark registration to secure names that will stand the test of time.

Finding a trademark-able name is no small feat. With a staggering 75,000 to 88,500 trademark applications filed in Australia each year and only about 80,000 English words available, the competition for unique names is fierce. This challenge is compounded by the limited combinations of three-letter acronyms and the growing number of brands entering the market. Our team excels in creating short, memorable names that resonate with target audiences while ensuring they meet legal requirements for trademarking.

Product Naming

It’s important to differentiate between product naming and corporate brand naming when considering trademarking issues. While corporate names often benefit from broader recognition and legacy and can often be far more abstracted from the services they offer, product names must convey specific attributes and connect with consumer needs directly. Additionally, product names face unique challenges in trademarking; they must not only be distinct but also avoid confusion with existing products within similar categories. Our expertise helps navigate these nuances, ensuring that whether it’s a corporate name or a product line, the final selection is both impactful and defensible.

Our collaboration with Twinings Asha exemplifies our dedication to crafting brand names that evoke emotional connections. We created a name for their organic tea that resonates with consumers seeking relaxation and comfort, helping Twinings differentiate it’s sub-range in a competitive market. The name captures the essence of the product and aligns with the growing consumer demand for wellness and natural remedies.

A compelling case can also be made for using defunct or dormant brand names. Great Northern, successfully revitalised a defunct trademark that resonated with its aspirational positioning. By leveraging the long dormant trademark for a closed brewery in far north Queensland, which had historical significance yet was no longer active in the market, Great Northern was able to create a strong emotional connection with consumers. This strategic move not only established a unique identity but also linked the brand to a rich heritage, appealing to the desire for authenticity in today’s marketplace.

Trademarking Process

The legal process of trademark registration in Australia typically takes a minimum of seven months. We guide clients through each step, ensuring they are well-informed and confident in their choices. Once a trademark is registered, there is a cooling-off period of three to six months during which the name may be challenged. Despite this, some clients choose to initiate brand identity design and marketing during this time, relying on initial findings to boost their confidence. Our expertise also extends to securing URLs in required geographic locations, ensuring that clients have a cohesive online presence that aligns with their newly established brand name.

At Fluid, we are committed to helping brands navigate the complexities of naming and trademark registration. Through our strategic approach, we empower clients to create distinctive brand identities that not only resonate with their audiences but also stand the test of time. Let us partner with you to craft a brand name that embodies your vision and sets the stage for lasting success.

© Fluid 2001-2024. Fluid is a registered trademark of Fluid Group Pty Ltd. Terms of use. Privacy policy

© Fluid 2001-2024. Fluid is a registered trademark of Fluid Group Pty Ltd. Terms of use. Privacy policy