Applying our brand
Naming and principles
Last updated: September 10th, 2021
Naming products should ideally follow an agreed convention, and reflect a logical naming architecture, making it easier for customers to identify and recognise Edwards products.
Some basic principles to think about when it comes to naming our products:
- Avoid generic names
- Avoid acronyms
- Think about trademarks and how to communicate the product
- Think about how this product fits within the family of products
- Products should not have their own logos
- For help with product naming, and badging please reach out to the brand team.
Example – This range of abatement products has been thought about as a family. They start to form connections that achieve greater brand and product equity over time.
Naming tips
Brand potential: Your product naming strategy doesn’t exist in a silo. Your product titles should align with Edwards’ brand image.
Market appeal: The more you know about your target audience, the better your product names will be. Remember to speak your customer’s language.
Visibility: Make sure your product is easy to find and search for online.
Pronunciation: Make sure your product name is easy to pronounce. Bear in mind Edwards is a global business.
Disaster check: Make sure the name you have come up with does not mean something entirely different in languages other than English. We all know stories about product names that didn’t make the transition from local to global markets, many with embarassing results.
Uniqueness: 1. Never knowingly infringe a third party’s valid IP. Clearance should be undertaken before a new name is adopted.
2. It must compete, so make sure it is unique by reviewing the other products in the markets it will enter.