(Article)
Food & beverage naming: three criteria to take an idea beyond the first brief
A food & beverage name must hold shelf, export and legal protection. Three criteria to validate it beyond the first brief.
By Beatrice Vernocchi
A good food & beverage name is pronounceable in export markets, registrable as a trademark and legible on the shelf. Three criteria to check before getting attached to an idea.
The name is the first brand decision that is not easily changed: it is worth giving it the time it needs.