Best Practice Report

Branding And Naming Products And Portfolios for Brand Equity and Competitive Distinction

November 9th, 2020
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst

Summary

A well-conceived portfolio-naming strategy helps companies effectively build reputation and equity across products. Without a strategy portfolios become cluttered with a hodgepodge of confusing, unrelated names. By harmonizing offering names across the portfolio, marketers can ensure that the company’s products are named in a way that make sense and is easily understood by buyers. In B2B organizations product names should convey information about the offering and, if possible, tie to the master brand and leverage the brand’s equity. In this report, we provide a spectrum of naming options with pros and cons for each, and list the factors to consider when developing a product naming strategy.

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