PGM Integrated takes a strategic approach to naming — resulting in the creation of names that best reflect desired image attributes and communicate key messages to target audiences.

In addition to our strength in name development, we have extensive experience in developing name relationship systems that rationalize and optimize the alignment and integration of offering names in clients’ product and service portfolios.

The PGM Integrated Name Development Process:

DISCOVERY
Background Materials Review          
•     marketing strategy/positioning
•     industry overview - including competitive names

Kick Off Conference to be thoroughly briefed on:               
•     image goals and functional requirements of the name
•     competitive environment and points of competitive differentiation
•     audience values, preferences, etc.

Development of Name Criteria
•     distinctive attributes of the offering
•     benefits for target audiences
•     functional and legal name requirements
•     types of names that should be explored (abstract, descriptive, etc.)

CREATIVE EXPLORATION
Name Generation                    
Using the approved name criteria as a guide, we will generate a list of names that reflect the desired image of the offering.

Following generation, we will (internally) evaluate the name candidates against the established criteria to identify approximately 25 names that best reflect the desired image characteristics.

Preliminary Legal Screening
We will conduct a preliminary legal screening online (USPTO) to eliminate names that are clearly in conflict with existing, identical marks in the same class of goods/services.

PRESENTATION AND SELECTION
Presentation, Evaluation and Preliminary Selection of Name Candidates
We will develop a presentation document that includes the name criteria, the name candidates and a rationale for each. We will then present and evaluate the name candidates:
•     review the name criteria
•     present the selected name candidates and discuss the merits and rationale for each
•     the client and PGM Integrated will evaluate the candidates based on how well each name fulfills the name criteria and make selections.

This process allows for objective evaluation of the name candidates.
It is expected that this meeting will result in agreement on a select number of name candidates (approximately 5).