1. Position venture/product to acquire desired business image. (PM:131)

2.  A business/product/brand name is very important because it represents your company’s identity.  Much of your packaging, promotion, etc will incorporate the business/product/brand name.

3.  Develop a naming strategy  Generate potential names  Evaluate your potential names  Test your name  Protect your name

4.  Easy to pronounce, recognize & remember  Give buyers the correct connotation of the product’s image  Qualify for legal protection (not contain words or phrases in general use)

5.  Check with the US Patent & Trademark Office to see if a similar name or variation of your name has been trademarked.  Be sure that your name has not already been claimed and is in use by another business within your state.  Claim your website domain and social media identity.  Register your business name with your state – this is your “Doing Business As (DBA) or trade name  Apply for trademark protection