Question

Topic: Taglines/Names

Need A Name For My Company Please..

Posted by Anonymous on 4/17/2011 at 11:10 PM ET 500 Points
HI friends, I am very thankful to Marketingprofs to be here. I am looking for a good name for my company with tagline. Our business consists of Infrastructure projects, Education Consultancy, IT Consulting, Forex Services , Financial Services (providing loans). Now, we are planning to start a mini education college and also want to start some waste management projects. Previously, we ran all these services on individual name. Now we want to bring all these services under one roof. So, please suggest me nice name and tagline also.

thanks,

Regards
Rathan
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RESPONSES

  • Posted by SteveByrneMarketing on 4/18/2011 at 3:10 AM Accepted
    Why would you want to bring this group of disparate businesses under one roof? An umbrella brand only works when there is a common theme to all the brands. For example, Nike has developed or purchased many brands that all revolve around playing sports and the sports lifestyle.

    We stated "Previously, we ran all these services on individual name". What has changed, what is driving the single brand positioning?

    Steve


  • Posted on 4/18/2011 at 3:31 AM Author
    Sorry Steve, I had written some wrong info.. Let me correct my sentences.. Currently, we are running infrastructure business on my father name (individual) and education consultancy on apex solutions which is not company registered, it was just partner ship agreement...like this every business has its own name.. when coming to adminstration, i am facing lot of difficulties in maintaining bank accounts, salary accounts, etc.. so, what i am thinking is, If I start like some group, I can adminstrate well and it will be easy for me in every aspect...

    Rathan
  • Posted by Peter (henna gaijin) on 4/18/2011 at 12:24 PM Accepted
    I am with Steve - because the businesses are so different, they should be run under different names. Changing names or trying to sue one parent name is likely to not help sales (and may hurt).

    If the businesses are so small (and don't have the ability to grow) that they can't cover the cost of the administrative hassles, the maybe you should reconsider being in that business.
  • Posted on 4/18/2011 at 12:25 PM Accepted
    You need an umbrella name that you can use for administrative purposes -- your father's name, or ABC Corporation, or Acme Enterprises, etc. -- and then individual names for each of the companies/markets you serve.

    You don't want to confuse your customers with two levels of branding, especially when one of them doesn't mean anything to them. So use the umbrella name for your own convenience, and create benefit-oriented and descriptive names (and taglines) for each of the other companies. Your customers will only see the benefit-oriented names and their respective taglines.

    As for what the umbrella name should be, it doesn't matter. You, your bank and your accountant are the only ones who need to know it.
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