New Product Naming

Axiom Product Naming Process


  • Identify Customer Requirements
  • Complete Competitor Review
  • Refine Product Definition
  • Develop Positioning Strategy and Preliminary USP


  • Finalize Positioning Strategy and USP
  • Identify Naming Criteria
  • Prioritize Naming Criteria

Concept Generation

  • Complete Concept Generation Exercises: Group Naming Synectics, TechWord, PerCeption
  • Test Concepts Internally
  • Refine High Potential Concepts
  • Complete Initial Trademark Search
  • Test Protectable Concepts with Customer Advisory Board Members

Concept Protection

  • Complete Secondary Trademark Search on High Potential Concepts
  • Refine Concepts (if necessary)
  • Submit Trademark