Brand Naming:

The brand naming process involves 5 steps. Each of these steps are explained with respect to
SCPT in following paragraphs.
Step1: Specification of objectives for Brand Naming
As mentioned in the case, the brand naming in this case is done so that the identity of the
organisation is well communicated to the external world without any confusion to internal
stakeholders as well. Also, the name should be customer friendly which SCPT is not.
Step2: Creating evaluation criteria for brand names
The evaluation criteria for choosing brand names is dependent on the firm L&M in this case
as well as on the organisation i.e. SCPT. L&M has identified 8 hurdles that can be applied to
names in any industry, most important of which are non-limiting and legal availability
criteria. Further SCPT has defined 5 criteria for brand image which should also be reflected
in the brand name. Also, SCPTs choice in type of brand name should also be considered in
generating list of names such as not using surname names.
Step3: Create candidate Brand Names:
Based on the evaluation criteria, L&M generated a list of 800 names which was narrowed
down to 75 promising ones. 23 out of these were selected as they were having no legal
conflicts. This was further narrowed to 4 names that were opted by the core team of SCPT.
Further 6 more property like brand names were added to the list to arrive at a final list of 10
names.
Step4: Choosing a Brand Name
From the list of 10 names, 5 best were chosen on the basis of voting. Out of these,
Archstone was opted after much debate and analysis of legal search result. Also,
Archstone seemed more customer-friendly and communicative.
Step5: Register a trademark
Archstone communities service mark was applied to all states and process for its logo
development was started. For this brand aesthetic and brand image criteria by SCPT was
considered. The logo should be easily recognizable, should convey same meaning to all and
should evoke positive feelings. This is conveyed best by logo 3 in exhibit 4. The central stone

which is bigger in size shows the position of head of family. Semi-circular structure shows
support to all. Also, it is aesthetically appealing. The directed stones suggests forward looking
and customer oriented.
Characteristics of a good brand name in Archstone

Archstone suggests something related to a building and suggests it is at the top. So it

distinguishes itself from competitive offerings. Also, the promotion of Archstone
Communities suggests that it is a group of companies offering housing societies to

people.
As Archstone is suggestive of its product characteristics, it facilitates consumer

learning of brand associations.

Brands desired image of market leader is easily seen from its name. Also, it is

compatible with its product characteristics.

Also, it is easy to pronounce and is memorable.