Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
MarketingProfs Enterprise Solutions
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Capitalization Standards For Brand Style Guide
Posted by Anonymous on
12/12/2005 at 4:15 PM ET
My company is in the process of revamping our brand style guide, and we are rethinking capitalization standards.
We currently follow AP Stylebook guidelines, but are at a loss when it comes to how we should capitalize product names, and more importantly, what should be considered a product.
My company provides blogs and discussion groups. We consider them to be our products, and capitalize them accordingly; for example "XYZ Blogs" and "XYZ Discussion Groups." There are multiple categories of blogs and discussion groups, and we have been capitalizing the categories as well; for example "XYZ Automotive Blogs" and "XYZ Automotive Discussion Groups."
1. Only our company name, XYZ, is trademarked. Should this be the only thing that we capitalize?
2. When a common noun, like "Discussion Groups" is part of a product description, should it be capitalized?
3. Is there a style guide that provides more in-depth information on capitalization standards other than AP?
4. Who is the ultimate authority on capitalization? Is this purely a grammar issue, or legal as well?
Peter (henna gaijin)
12/12/2005 at 8:11 PM
1) On names and trademarked items, capitalization is up to the holder of the trademark. In other words, you can do what you want. Actually, using a non standard (e.g. all caps, all lower case, different font, different colors, etc.) makes the trademark that much more enforceable. One example is iPod, which has the second letter (not the first) capitalized. Or even this forum - which is all lower case (know-how exchange).
2) I don't believe that Trademarks need to be officially registered (though registering does help protect the name in cases where someone else tries to use a similar name). Just using a name or saying (assuming no one else is already using it) can make it a trademark. So given this, your product descriptions are also trademarks, so default back to my comments in 1 above (you can do what you want).
3) & 4) The style guidelines are good for non-product and company name words. They can tell you how to capitalize a person's name. But product names/trademarks/etc. can be whatever you want.
12/12/2005 at 10:00 PM
I'm not a copywriting expert, but it ceRTainLy seems tO me that imProPER capiTaliZation CaN impEDE coMmUnIcaTion...
... for what it's worth, to me 'discussion group' just seems a bit more open and inviting than 'Discussion Group'.
12/13/2005 at 11:08 AM
Trademarks CAN be all caps - as previously mentioned, this can attract attention. Some fonts allow you to generate the more compact all-caps, which are easier on the eyes than the regular all-caps and still attract attention.
As far as using all lower case, I would think that this will lead to a friendlier tone, but would certainly not differentiate the words.
By the way, be careful with what you consider trademarks, as any trademark attorney will tell you they can appear deceptively simple. Also it is a good idea to keep in mind that trademarks which are not used effectively can become substituted for non-trademark descriptors and can lose trademark protection status.
For example a descriptor must always be used along with a trademark to avoid such issues as "give me a Kleenex" (which was once a trademark, but has now become a generic descriptor for facial tissues).
Hope this helps,
BACK TO TOP
Post a Comment
Three Types of Video That Marketers Need to Have on Their ...
by Marsha Druker
Six Top SEO Factors in 2016
by Dmitry Dragilev
Social Media vs. Content: Where Should You Invest?
by Rohan Ayyar
Kill These 12 Content Marketing Software Bugs (It's Not What You ...
by Ernest Nicastro
Marketers' 10 Most Common Copyright Questions... Answered!
by Kerry O'Shea Gorgone
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with