Naming and branding decision tree

The general case an Alpha Corporation. Four questions apply:

Q1

Will Alpha wholly own and control this business?

Yes

Q2

No; it is a joint or cooperative venture

See special naming and signature guidelines for

licensing in, licensing out, multiparty alliances, classic joint ventures

Any other No

No endorsement by Alpha brand can be permitted

Is Alpha committed, long-term, to this business?

Q3 Impact of the business
on the Alpha brand?
Yes

Reinforces

Expands

Neutral or Negative

Not yet
known

Reinforces

Expands

Neutral or Negative

No

Reinforces

Expands

Neutral or Negative

2002 Tony Spaeth

Q4 Impact of Alpha brand

on the business?

Appropriate name type,

in general

Appropriate signature type,

in general

Positive

(Alpha + ) generic name

Alpha logo + generic name

Positive if secondary

TM proprietary name

Alpha visual endorsement

Neutral or Negative

proprietary name

Alpha visual endorsement

Positive

(Alpha + ) generic or TM

Alpha logo + name

Positive if secondary

TM or proprietary

Own name, visually endorsed

Neutral or Negative

proprietary

Own logo, verbally endorsed

Positive

proprietary

Own logo, verbally endorsed

Positive if secondary

proprietary

Own logo, verbally endorsed

Positive

(Alpha + ) generic or TM

Alpha logo + name

Positive if secondary

proprietary

Alpha visual endorsement

Neutral or Negative

proprietary

Alpha verbal endorsement

Positive

(Alpha + ) generic or TM

Alpha visual endorsement

Positive if secondary

proprietary

Alpha visual endorsement

Neutral or Negative

proprietary

Alpha verbal endorsement

Positive

proprietary

Own logo, verbal endorsement if any

Positive if secondary

proprietary

Own logo, verbal endorsement if any

Positive

Generic or TM proprietary

Alpha visual endorsement

Positive if secondary

TM or proprietary

Alpha visual endorsement

Neutral or Negative

proprietary

Alpha verbal endorsement

Positive

TM proprietary

Alpha visual endorsement

Positive if secondary

TM or proprietary

Alpha visual endorsement

Neutral or Negative

proprietary

Alpha verbal endorsement

Positive

proprietary

Own logo, verbal endorsement if any

Positive if secondary

proprietary

Own logo, verbal endorsement if any