brand glossary: naming system

Is the development of organizing principles and processes for naming an entire portfolio (link to brand architecture) of products and services, ensuring the portfolio is easy for consumers and customers to navigate, and therefore choose. Naming Systems comprise a set of analyses, tools, philosophies, and usage guidelines that ensure all brands within a portfolio work together, using names to clarify relationships among offerings and create consistency that can aid in cross-selling, solution sets, and together help increase the equity of the company brand. Simply put, a Naming System tells you when, why, and how offers within a portfolio are named.

Also known as: Naming architecture, Nomenclature systems