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Corporate Name Creation

The name that is selected for a new company, joint venture or business unit, has far-reaching effects. A company's corporate name, when combined with a logo, serves as its corporate identity, which is one of the key assets of a company. The corporate name often functions as a company's masterbrand and therefore can be the cornerstone of an entire brand architecture system.

While the general methodology to develop a corporate name may appear similar to that for developing a brand name, the entire process must be tailored because the objective is very different. Keen Branding understands the key - and often seemingly contradictory - objectives for a corporate naming project, which involve balancing both short term and long term customers, markets and corporate capabilities as well as have positive inferences and be legally viable.