Strategy and Creativity to Design Brand Names

You will begin knowing the trajectory and the influences of Ignasi Fontvila.

Next, Ignasi will teach you to analyze the different elements of the brand's identity and its importance.

Then you will make a tour of the problems in the naming processes and the possible consequences of a bad choice in the brand name.

Once in context, you will see in detail the methodology of a naming process: starting with the collection of the necessary information and continuing with the elaboration of the concept board and the creative strategy.

You will also analyze different semantic, phonetic and morphological attributes that will be useful when developing the strategic phase.

Then you will go to the creation phase, reviewing the processes and techniques to generate new names or discover existing names, to lead to the selection phase, examining the criteria that must be taken into account to make such choice and subsequent presentation of names candidates.

Finally, you will finish the course with a review of the linguistic and legal controls that constitute the final validation of the entire project.