{"id":7790,"date":"2021-03-01T16:42:42","date_gmt":"2021-03-01T15:42:42","guid":{"rendered":"https:\/\/cba-design.com\/italy\/?post_type=reports&#038;p=7790"},"modified":"2021-07-28T16:55:44","modified_gmt":"2021-07-28T14:55:44","slug":"whats-in-a-name","status":"publish","type":"reports","link":"https:\/\/cba-design.com\/italy\/en\/reports\/whats-in-a-name\/","title":{"rendered":"What\u2019s in a name?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7790\" class=\"elementor elementor-7790\" data-elementor-post-type=\"reports\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-47314639 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"47314639\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-411d42a2\" data-id=\"411d42a2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1d64c9fc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1d64c9fc\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-7f26e8bf\" data-id=\"7f26e8bf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5343bb3e elementor-widget elementor-widget-text-editor\" data-id=\"5343bb3e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"text-content text-content--left link--verB\"><p>Names contain the story of a product, a brand or a service; it can determine its fate or compromise its success. When launching a new product or service, the moment of choosing a name is a significant for you, and is both exciting and creative, but it is not without its pitfalls. For this reason, product <strong>naming<\/strong> is an increasingly fundamental part of the branding.<\/p><\/div><div class=\"text-content text-content--title text-content--title--left link--verB\"><h3 id=\"What%20characteristics%20does%20it%20need%20for%20it%20to%20be%20successful%3F\">What characteristics does it need for it to be successful?<\/h3><\/div><div class=\"text-content text-content--left link--verB\"><ul><li><strong>Pronunciabilit\u00e0<\/strong><\/li><li><strong>Memorabilit\u00e0<\/strong><\/li><li><strong>Creativit\u00e0<\/strong><\/li><\/ul><p>Instead we should ask ourselves whether the name in question meets the objectives of the project and whether it appeals to the target market. Therefore, there are two fundamental questions: \u201cwhat do I want to say?\u201d and \u201cwho am I targeting?\u201d, not necessarily in this order.<\/p><p>The name is a communication tool: <strong>it sends a message.<\/strong><\/p><p>First and foremost, <strong>it must be effective<\/strong> for the recipients, i.e. for the target market.<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-57a45a33 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"57a45a33\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-15dea20\" data-id=\"15dea20\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e2bccc0 elementor-widget elementor-widget-image\" data-id=\"e2bccc0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"379\" src=\"https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Whats-in-a-name-End-ENG-1400x379.jpg\" class=\"attachment-large size-large wp-image-7792\" alt=\"\" srcset=\"https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Whats-in-a-name-End-ENG-1400x379.jpg 1400w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Whats-in-a-name-End-ENG-1120x303.jpg 1120w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Whats-in-a-name-End-ENG-520x141.jpg 520w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Whats-in-a-name-End-ENG-768x208.jpg 768w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Whats-in-a-name-End-ENG-1536x416.jpg 1536w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Whats-in-a-name-End-ENG-2048x555.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b3cec03 elementor-widget elementor-widget-text-editor\" data-id=\"2b3cec03\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Request your free copy<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1661023d elementor-widget elementor-widget-html\" data-id=\"1661023d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n    <div id=\"mc_embed_signup_scroll\">\n\n<div class=\"indicates-required\"><span class=\"asterisk\">*<\/span> mandatory fields<\/div>\n<div class=\"mc-field-group\">\n\t<label for=\"mce-EMAIL\"> E-mail  <span class=\"asterisk\">*<\/span>\n<\/label>\n\t\n<\/div>\n<div class=\"mc-field-group\">\n\t<label for=\"mce-FNAME\">Name  <span class=\"asterisk\">*<\/span>\n<\/label>\n\t\n<\/div>\n<div class=\"mc-field-group\">\n\t<label for=\"mce-LNAME\">Surname  <span class=\"asterisk\">*<\/span>\n<\/label>\n\t\n<\/div>\n<div class=\"mc-field-group\">\n\t<label for=\"mce-COMPANY\">Company <\/label>\n\t\n<\/div>\n<div class=\"mc-field-group\">\n\t<label for=\"mce-JOBDESCRIP\">Job Description <\/label>\n\t\n<\/div>\n<div class=\"mc-field-group input-group\">\n    <strong>Language  <span class=\"asterisk\">*<\/span>\n<\/strong>\n    <ul><li><label for=\"mce-LINGUAREPO-0\">Italiano<\/label><\/li>\n<li><label for=\"mce-LINGUAREPO-1\">English<\/label><\/li>\n<\/ul>\n<\/div>\n\t<div id=\"mce-responses\" class=\"clear\">\n\t\t<div class=\"response\" id=\"mce-error-response\"><\/div>\n\t\t<div class=\"response\" id=\"mce-success-response\"><\/div>\n\t<\/div>    <!-- real people should not fill this in and expect good things - 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