—Dave Taylor, Taylor Brand Group
In this age of fiercely defended intellectual property, it’s tough developing even a single new product name. Registered trademarks guard their brand territory in every industry and fence out their competitors. Launching a new product name can take months or years of name generating, testing, and legal process.
Done well, a sound naming strategy can help establish your brand as the high ground in the marketplace battlefield, where it will be aspired to, imitated and competed against by lesser brands struggling to reach the top.
Done poorly, product names can have awkward connotations, comprehension issues, or nagging legal problems that will cause confusion among your prospects and customers, and pay for new furniture in your attorney’s beach house.
Yet amid the difficulty of getting even one product name right, Honda Motors has gracefully created a whole family of product brands that couldn’t have been better if not a single circle R stood in their way. Consider their two most popular models, the Civic and the Accord. Link them together with other successful models, the Prelude, or the Pilot. Ahhh, do you feel it? There is a reassuring promise of peace and harmony that comes from not just one of those names, but all four of them. The Insight, the Fit and even the quirky Element are equally well integrated into the Honda family of pleasant, calming automobile trademarks. Each name has meaning we instantly understand, but in addition they work seamlessly together as a family of brands.