Naming

• Connotation

• “They buy products that promise something of value.” *

• “If you make it impossible for people to talk about, you make it impossible for them to buy it.” *

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*TechnoBrands, Pettis 2001

Naming

1. A name is the promise of an experience

2. A product name is a fusion of emotion and function

3. The relationship between the reseller and the product

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Naming: Technology

• Avoid overly complex jargon

• Utilize names with symbolism, meaning, and audible

rhythm

• Easy to read, easy to say, and visually appealing

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Naming: It’s Personal

• Let the reseller guide your naming process

• Know yourself

• Nobody knows you better than you

The Competition

• The main players• Allworx, 3XC, Fonality, Digium, Aastra, Cisco

• How they name their products• Strategies in the marketplace

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What’s happening

• Perceptions of these brands• Focus Group

• What are they doing?• Awards• Descriptions• Simplicity• Marketing Communications • Social Media

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Awards8

Simplicity9

Social Media

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Social media…or lack there of

Competition

• Epygi experience in comparison to others• Software updates • More memory • Knowledge of the product

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Effective Branding

• Brand is viewed as consisting of four levels:

• Generic• Expected • Augmented• Potential

15*Creating Powerful Brands, Chernatony & McDonald

Epygi & Quadro

• Quadro

• Building Epygi as a brand

• Added Value

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Epygi

• “Reliability”

• “Local Presence”

• “Service”

• “American Made” – “Foreign Service”

• “Small Company”

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Potential Brand Components

Quadro M 200Seeing as this product may be filling roles of the Quadro4L- Quadro M32x, this name stems from the names that already exist combined with our previous points.

QM 200

Bridging the gap between the Quadro 2x2 and the QX1000 using naming tactics.

Quadro4L+The name is established already, and the plus brings with it the updates and extensions added to the existing product.

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