1. Corporate Identity & Brand Management NAMES “If you have a body, you are an athlete”

2. “ In today’s competitive world, a name must function as a total messenger” Names

3. Qualities of an Effective Name Meaningful It communicate something about the essence of the brand Distinctive It is unique, as well as easy to remember, pronounce, and spell Future-Oriented It positions the company for growth, change, and success.

4. Modular It enables a company to build brand extensions with ease Protectable It can be owned and trademarked Positive It has positive connotations in the markets served. Qualities of an Effective Name

5. Visual It lends itself well to graphic presentation in a logo, in text, and brand architecture.

6. Types of Names Founder Descriptive Fabricated Metaphor Acronym Magic Spell

7. Class Seatwork: Names Raffles is planning to open a new school in Cambodia that would have a separate identity from Raffles College of Design & Commerce. You are tasked to create the school name for this new subsidiary school - A Culinary Arts School. Excite us!