Basf sample naming proposal

Brand Name Development for SCR and AMOX &

SCRoF and AMOX

Project Deliverables 25

About Brand Acumen 3

Background, Project Scope & Process 9

Team, Timing & Fees 27

CONTENTS

BRAND ACUMEN

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BRAND ACUMEN

April 28, 2014

Paul Warkentin,Global Marketing Communications ManagerBASF Corporation - Catalysts Division25 Middlesex/Essex TurnpikeIselin, NJ 08830

Dear Paul,

Per our conversation, Brand Acumen has incorporated valuable feedback from the BASF project team and is pleased to present this updated proposal for the development of brand names for SCR and AMOX and SCRoF and AMOX.

In this proposal, we present a review of the project scope, creative process, and engagement timeline and fees related to this project. We will detail the methodology that Brand Acumen will utilize in order to create the optimum brand names for SCR and AMOX and SCRoF and AMOX. We are highly confident that our creative process and brand name recommendations will exceed your expectations.

We welcome your suggestions and comments and are looking forward to an excellent working relationship.

Sincerely,

Bill Smith

Bill SmithChief Executive Officer

Spring Place6 St. John's LaneNew York, NY 10013 --

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Introduction

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BRAND ACUMEN

An Overview Brand Acumen is creative agency that specializes in innovative brand name development. Brand Acumen CEO Bill Smith was previously the founder and CEO of Addison Whitney, which today is one of the leading brand consulting firms in the world. Beginning operations in 1991, under Bill’s guidance, Addison Whitney workedwith over 800 clients in 27 countries. The firm’s clients included BASF, General Motors, Pratt & Whitney, Honda, Goodyear, Microsoft, Emerson, and AGCO to name a few.

Brand Acumen has full global capabilities with a team from a wide array of linguisticbackgrounds. Our strength lies in a network of selective clientele and an aggressivecommitment to our clients’ branding needs.

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BRAND ACUMEN

Brand Name Development

Name: PremAir

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BRAND ACUMEN

Brand Name Development

Name: Xbox

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Name: BuffaloClient: General Dynamics &Force Protection

Client: Microsoft

Client: Pfizer

Client: Pratt & Whitney

Client: Honda Name: Element

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BRAND ACUMEN

Our Creative InspirationInspired by experimental literature and musical composition, we infuse a culture of innovation and creative inquiry into our process. We seek to redefine the fundamentals of using art and language as a guide to develop profound brand identities. Names are just the beginning…

The Science of Language Our team of lexical engineers examines not just the sound, but the look and feel of every letter in every word we create. We scrutinize each word’s structure: from phoneme, to morpheme, to grapheme, to shape. In the search for the perfect name, we leave no stone unturned.

Where to Find UsWe are headquartered in the historic Chelsea Market, with some of the most prominent and provocative art galleries in the world as our neighbors and our inspiration. Come visit us at: 75 Ninth Avenue, New York, New York 10011

At Brand Acumen, name creation is our form of artistic expression.

& PROCESSPROJECT SCOPEBACKGROUND,

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BASF is the world’s leader in the development and commercialization of advanced emission catalysts for gasoline and diesel powered engines. According to BASF, the automotive industry accounts for roughly fifteen percent (15%) of the Catalyst’s division sales. The Catalysts division of BASF is a truly international player with strong presence in Europe, Africa, North America, South America, and Asia.

Background

Although BASF is the market leader, competitors have started branding their technologies in order to create a competitive advantage. In response to this challenge, BASF would like to create a brand name for two of its combination technologies:

Selective Catalytic Reduction (SCR) and Ammonia Oxidation Catalyst (AMOX).

Selective Catalytic Reduction with a diesel particulate (SCRoF) and Ammonia Oxidation Catalyst (AMOX).

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BRAND ACUMEN

As a single technology, SCR is a technology that converts NOx into water and nitrogen with the use of a urea solution. SCR technology provides a wide temperature range, improved resistance to HC poisoning, and increased durability.

SCRoF combines SCR with a diesel particulate filter to control NOx and particulate matter emissions from diesel engines on a single substrate. SCRoF results in less weight and reduction of cost, improves durability, and allows SCR to be moved to a warmer location.

AMOX™ serves the purpose of preventing ammonia from reaching the atmosphere and can be zoned onto the SCR substrate. AMOX™ can also be put on a separate substrate.

The combination technologies SCR and AMOX™ and SCRoF and AMOX™ saves weight and space, as well as reduces the complexity of the system. These combination technologies will prove to be extremely valuable in the automotive space due to sector growth and the tightening of emission regulations.

Given the market’s growth and the opportunity for these combined technologies, it will be important for BASF’s technologies to be differentiated in the space through best in class brand naming.

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Project Scope & Process

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Landscape Analysis

PHASE 1 PHASE 2 PHASE 3

Name Development Brand Name Validation

Based on our conversation with the BASF project team, it is our understanding that there are two (2) primary project objectives:

Due to the branding success of BASF’s competitors in the catalyst space, BASF would like Brand Acumen to develop two brand names that are legally and commercially viable on a global basis. It is understood that the name candidates should stand out in the space so that customers request BASF specific products.

Our team will create, via a three (3) phase process, best in class brand names for SCR and AMOX and SCRoF and AMOX. The new names will stand out in the market; we will also consider BASF’s existing naming strategy. All name candidates will be rigorously screened for trademark approval in all applicable geographic markets.

Through the deployment of our ScoreCard Analysis and QualiQuantitative Interviews, we ensure that our names are also commercially viable. We will deliver our final name recommendations for SCR and AMOX and SCRoF and AMOX in the form of our AccuBrand Report.

New name development for SCR and AMOX on a global basis.

New name development for SCRoF and AMOX on a global basis.

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PHASE 1

Landscape Analysis

In order to create a successful brand, it is imperative to understand the landscape around you. Once the existing landscape is realized and understood, our team will be able to create a name development guide that will provide us with a roadmap for the optimum brand names.

Project kickoff

Naming strategy development

Tactical competitive review

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Project KickoffBrand Acumen proposes to begin this brand name development project with an onsite meeting with the key stakeholders of the BASF project team. The primary purpose of the Project Kickoff meeting is to articulate engagement goals, key deliverables, and project timelines. During this meeting, we will review your team’s challenges and goals, and examine any existing brand-related documents. As part of this project kickoff meeting, we will seek to quickly and comprehensively understand information and brand strategy behind the mobile emissions category at BASF.

We will specifically seek to understand:

Brand Acumen actively engages clients in collaborative, interactive dialogue throughout each and every engagement. We suggest weekly meetings to review and assess the direction and progress of the engagement as a whole. The designated Brand Acumen project director will oversee the scheduling process of these weekly meetings and provide all correspondence to the BASF project team.

How does BASF view the existing mobile emissions space globally?

What are the existing brands (within and outside BASF) and how do they correlate with the customer need?

How will the new brand need to differentiate itself from other combination technologies?

How should the new brand name of SCR and AMOX and SCRoF and AMOX fit into the existing BASF brand strategy?

Is there any existing strategy or market research that may have a direct effect on brand name development?

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Naming Strategy DevelopmentAs part of the project kickoff meeting, Brand Acumen will conduct a naming strategy development exercise with the key stakeholders from the BASF project team.

This Naming Strategy Development meeting will consist of in-depth conversations with the project’s stakeholders. Brand Acumen will ask a battery of questions in order to understand how the potential brand names may affect future strategy and fit with existing brands in BASF’s Mobile Emissions portfolio.

Potential items of discussion include:

What types of messages should the brand portray to each consumer group?

How is this brand & technology different? How would you like to be different in the space? How will the name reflect your desire position?

What type of messaging would you like to see fit into the brand strategy?

What types of names do you believe would have the greatest impact? (i.e., descriptive, neologisms, non-English, and/or a real word)? What attributes would you like the name to portray?

as/ae/á?

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Tactical Competitive ReviewIn order to develop the optimum brand name for SCR and AMOX and SCRoF and AMOX, Brand Acumen will conduct a thorough landscape analysis of existing combination emission technologies. Brand Acumen may inquire whom/what BASF views as their primary competitors in the space and the pros and cons of each organization’s portfolio.

Based on these internal conversations and our own market research, our team will identify the most effective brand names in the category. In this competitive brand analysis, we will review how other such companies’ brands are presented, viewed, named, and accepted in the market. Our linguistic team will assess naming standards across competing products in regard to structural make-up (letter count, syllable count, initial letter usage) and messaging strategy.

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PHASE 2

Name DevelopmentAt Brand Acumen, we believe that a single word can hold incredible meaning and tell a powerful, vivid story. But in order for a name to do this successfully, it must be structurally sound and intuitive to pronounce, interpret, and recall.

In Phase II, we will focus our efforts on the overall name development process. We will utilize the information collected in Phase I in order to create the most effective candidates for SCR and AMOX and SCRoF and AMOX.

Using a combination of deep inquiry pursuits and ideation exercises, we seed and harvest a short list of name candidates. These candidates will express the brand’s essence across a comprehensive range of associations, connotations and evocations, in line with the conceptual target we have established.

Develop Naming Brief

Creative Process (Name Development)

Trademark Pre-Screening

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Naming Brief DevelopmentThe naming brief will serve as a guide for developing the ideal name for SCR and AMOX and SCRoF and AMOX on a global basis. It should be viewed as a fluid document so as not to limit our internal creative thinking. The naming brief will be able to provide a framework for developing brand name candidates aligned with the objectives for the project. Our naming brief will be broken out into several different “naming categories” based on our Naming Strategy Session with the BASF project team. We will utilize this naming brief to create all brand names that will be presented to BASF.

Creative ProcessUpon completion of the Naming Brief, we will begin the creative process of developing potential brand names for SCR and AMOX and SCRoF and AMOX on a global basis. Name development will be performed through an iterative process with the BASF project team. Identifying words or styles we may want to expound upon, our creative team will present names to the BASF project team in successive steps. The first iteration will contain thirty to thirty-five (30–35) brand name candidates. We will perform multiple iterations, generating 30-35 new candidates in each round.

Our creative team will develop lists of potential brand names until we generate a finalized candidate list of the ten to twelve (10 – 12) mutually agreed-upon brand name candidates. We keenly understand the delicate nature of this project and will be hypersensitive throughout our process to pre-screen for legal availability.

Our linguistic team works concurrently through the iterations to ensure that the names presented to the BASF team during the process are free of error-prone linguistic attributes and similarities to existing category names in the marketplace.

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90+

10-12

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Trademark Checks & Clearance StrategyAll names presented through our three iterations will be pre-screened and checked for trademark availability. Trademark searches and common law screening are performed in-house by seasoned trademark researchers who have unique methods to not only uncover registered marks, but also brands in use that may reside under the radar screen of the traditional trademark search channels.

Our screening is comprehensive and it is designed to eradicate conflict with identical or similar marks and phonetic variations in relevant trademark classes, based on checks within the USPTO, European Community, and WIPO trademark databases. Our team also has expertise in Boolean, Truncation, and Wildcard search techniques to supplement the trademark clearance checks performed through our online database inspection.

We tilt towards conservatism when it comes to appetite for risk, to ensure maximum legal defensibility. We are hyper-vigilant in our trademark pre-screening, and we will work directly with your legal counsel until we find a name that is available, appropriate, and free from confusion and conflict here and abroad. The 10 – 12 brand names that will move forward to Phase III will have passed our legal pre-screening tests and will have the lowest risk profiles.

USPTO

EC

Name™Name WIPO

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PHASE 3

Brand Name Validation

QualiQuantitative Questionnaire

Interviews

Linguistic ScoreCard Analysis ----

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After we have completed the creative development for SCR and AMOX and SCRoF and AMOX, we will take the final candidates into our validation phase to ensure not only legal availability, but commercial efficacy and customer accessibility.

Brand Acumen creates and validates brand names on behalf of our clients in-house. Collectively, our team has specialized market research acumen and expertise to ensure that the process is seamless.

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QualiQuantitative QuestionnairePrior to taking the brand name candidates into the field for validation, our team will construct a project-specific questionnaire that will seek to uncover thoughts, opinions, likes, and dislikes regarding each concept. Brand Acumen will use this questionnaire as a QualiQuantitative platform with potential SCR and AMOX and SCRoF and AMOX customers on a global basis.

All interviews will be conducted by a member of the Brand Acumen market research team. We will create questionnaires utilizing parameters identified during our screening process. We will consult with your team to settle upon an appropriate design and methodology.

Questionnaire AccuBrand™ Report

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QualiQuantitative InterviewsIn this initiative, we will validate the final ten to twelve (10-12) brand names, through the use of QualiQuantitative interviews with potential customers of SCR and AMOX and SCRoF and AMOX. All interviews are conducted in a blinded fashion, meaning that interviewees will not know the project sponsor. We will recruit a panel of approximately 200 respondents on a global scale in order to ensure the most robust results.

Interviewees will include:

Purchasers in the automotive space

Purchasers in the heavy equipment space

Engine manufacturers

Chief engineers

Note:Wecancoordinatewithyouifyouwouldlikeustotargetspecificindividuals.

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Linguistic ScoreCard AnalysisFrom the perspectives of acoustic phonetics, phonology, and morphology in particular, our lexical theorists pay extraordinary attention to all facets of linguistic nuance. Looking at the phonemic structure, or the breakdown of distinct sounds in a given word, our team assesses the acoustic and articulatory properties of all adjacent phonemes and consonant clusters.

Once we affirm that no harsh sounds are found at phonemic joints or intra-syllabically, we consider the semantic qualities and evocations of all morphemes, or units of meaning. We base this assessment on common thematic properties of English, as well as those of many foreign languages, paying close attention to the Romance language schema, as well as Greek and Latin etymological features.

Each of the 10-12 brand names created will be subjected to our ScoreCard* analysis, based on the following categories:

ScoreCard Categories

Scriptability

Visual Aesthetics

Phonetic Viability

Aural Comprehensibility

Syllabic Balance

Evocative Semantics

Durability & Longevity

Ease of Pronunciation

Gender Properties

Phonemic Simplicity

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Xenical9

5

8

7

7

56

72 63 60 64

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4

8

88

9

10

6

6

6

7

75

5

6

6

6

6

6

65

7

7

8

85

6

6

6

47

7

7

Scriptability

AuralComprehensibility

Visual AestheticsSyllabic Balance

Phonetic Viability

Evocative Semantics



Quantitative Score/100

Gender PropertiesPhonemic Simplicity

Brevin Destive Quotra

Based on the QualiQuantitative Interviews and Linguistic ScoreCard Analysis, our team will then create a stack ranking of names for SCR and AMOX and SCRoF and AMOX from most viable to least viable.

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PROJECT DELIVER

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PROJECT DELIVER

AccuBrand Report - Name RecommendationsBased on our creative process and collaboration with the BASF project team, we will present our final brand name recommendations for SCR and AMOX and SCRoF and AMOX in the form of our AccuBrand™ Report. The AccuBrand™ Report will include all qualitative and quantitative information that has been assimilated throughout the course of the engagement. The AccuBrand™ Report will provide a stack ranking, from most viable to least viable, of the final brand name candidates.

We will combine our Linguistic ScoreCard Analysis data with the qualitative feedback we will have received from the QualiQuantitative interviews in order to develop our stack ranking of recommendations, as well as an internal assessment of the name candidates based on our own insights and considerations. Each name will be supported by in-depth Linguistic Analysis, Market Research data, full strategic rationale, and inference assessment.

At no extra expense to BASF, all of the names we present in the AccuBrand™ Report are available for your team to trademark*

*Note: In the event that we must “go

back to the drawing board”, we will

do whatever it takes to ensure that a

viable name is created at no addition-

al cost to BASF. We refer to this as

our unconditional guarantee.

Immediately reminding of “manage”, this is a name that evokes stability and regulation; “j” is a unique letter in the pharmaceutical space, giving this name an edge. “age” ending gives this name grounding as well as a feeling of durability. Perfect CVCV orthographic alternation.

8

Slight break between “J” and

rest of word, but fairly easily

scripted.

Scriptability

8

Unusual name in the space,

which makes it quite durable.


Scriptability

Aural Comprehensibility

Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score/100

8

7

8

7

7

7

8

8

7

7

74

8 87

78 8

77

77

Slight break between “J” and rest of word, but fairly

easily scripted.

Thematically related to

“manage” and healing, but this

is not completely overt.

Easily understood based on

pronunciation, but “j” could

be confused with “g”, as well

as vice-versa.

Unusual name in the

space, which makes it

Visually interesting word, with

“J” beginning, which is unusual

in the space.

Simple to articulate, though

proper pronunciation is a bit

foreign in sound.

Mostly balanced, but second

syllable is significantly longer

than the first.

Slightly skewed toward the

feminine with French-sounding

“age” ending.

Mostly intuitive to pronounce, but

“j”/”g” could be ambiguous, as

well as vowel quality.

Fluid word without harsh

sounds, but there is a bit of an

unusual sound sequence in the

word, with differing “j” and “g”

pronunciations.

Linguistic Marks

Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

Linguistic Assessment: ScoreCard

Total Score:74/100

EAMTIMING&FEES

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Project Team Bill SmithCEO & Founder75 Ninth AvenueNew York, New York 10011Email: [email protected]: 212-299-8454

Mr. Smith is the CEO and Founder of Brand Acumen, LLC. Prior to Brand Acumen, Mr. Smith was the Founder, CEO, and Chairman of Addison Whitney, the world’s third largest brand consultancy, which has created over 1,000 brand identities and positioning strategies for companies across the globe. Mr. Smith sold Addison Whitney in 1995 to Interpublic Group (NYSE:IPG) and led their Healthcare Acquisition Team for three years which was responsible for over $3 Billion in transactions. He reacquired Addison Whitney in 1998.

After quadrupling revenues from 1998 through 2006, Mr. Smith sold Addison Whitney to inVentiv Health in June, 2007. Before founding Addison Whitney, Mr. Smith was founder and CEO of an executive search firm that he sold to a publicly traded company in 1989. The firm employed 130 professionals with offices in Charlotte, Denver, and New Jersey. Mr. Smith received his Bachelors of Arts degree from Berklee College and his Master of Arts from Colorado State University.

Perry Lewis Vice PresidentPrior to joining Brand Acumen, Mr. Lewis worked in product management for a private firm within the diabetes industry. In this capacity he oversaw national marketing campaigns and supply chain management, product development, new product launch, licensing agreements, gathered competitive/business intelligence, business analysis, and performed forecasting models. He played a vital role in business transactions with several large retailers including, but not limited to, Wal-Mart, Target, CVS, Walgreen’s, Rite Aid and Kroger. Mr. Lewis earned his Bachelor of Arts degree from Davidson College and a Master of Business Administration from Campbell University.

EAMTIMING&FEES

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Reinaldo Piloto Business Development DirectorMr. Piloto has experience in both print advertising and psychological consulting. He is out to find and build compelling relationships to ensure his clients are advantaged when it comes to brand name strategy. After receiving his B.A. in Psychology and Business Administration from St. John’s University, Mr. Piloto went on to work in print advertising and his partial client list includes: H&M, L’Oreal, Merrill Lynch, Chipotle and the Swatch Group. After two years Mr. Piloto moved on to pursue a more challenging and creative profession and joined Brand Acumen to try his hand at brand name development. Mr. Piloto continues to progress his passion for creativity and his enthusiasm for getting a job well done. He believes the future of branding belongs to storytellers who understand the hero’s journey in the context of modern, mobile life.

Siyang GongCreative DirectorWith a Bachelor of Arts degree in Visual Communication from the China Academy of Art, Ms. Gong has extensive training and experience in graphic design, packaging design, and exhibition design. She also has an excellent understanding of composition, color theory, imagery, typography, space, and grid systems in print and digital design. While pursuing a Master of Fine Arts degree in industrial and product design at Rochester Institute of Technology, she has developed skills to research and identify unmet user needs and conceptualization of User Analysis, Ethnography Mock-up and Prototyping to create designs that meet those needs. Prior to joining Brand Acumen, Ms. Gong has worked in both the visual and graphic design industries for companies such as the Angel Orensanz Foundation, Shanghai Sports-Pudong Sports, and China Academy of Art Advertisement workshop. She has also worked in the product design industry for Back on My Feet and the Rochester Institute of Technology.

THANK YOU

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Basf sample naming proposal

Presentations & Public Speaking