Since the start of our name creation operations in the 1980’s, Skriptor has developed a method for generating and screening new brand names in an integrated process. This process is based on:

• Thorough review and analysis of the naming problem
• Fixed steps and client involvement at critical points in the process
• Holistic view of the problem complex, integrating creativity with law and linguistics.

Skriptor offers an interactive naming process, where the naming criteria are reviewed together with the client. After analyzing the briefing material, a phase of extensive name generation begins. All name proposals are pre-screened from a legal point of view. Together with the client we review the comprehensive list of initial name suggestions and make a selection. The shorter list of names undergoes further legal and linguistic screening. Both the legal and the linguistic screenings are tailored after the requirements of the specific project and the search strategy of the client. Based on the screening results a sequential selection is done to define the final shortlist of name candidates.

The name generation work is based on both manual and computerized methods, i.e. systematic follow-up of basic ideas by brainstorming, dictionary and encyclopedia research, use of in-house and external word databases and word generating software, etc. The names may be derived from existing or classical languages, or be completely newly invented words.

Name creation methodology

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