The development of company names is typically managed by senior executives or their senior managers. CEOs usually choose the final name, influenced by marketing and communications managers. Product naming, especially in large companies, is undertaken by mid-level marketers who involve their superiors when appropriate in evaluating a small set of candidates and choosing a final name.
Brand name development has a variety of stakeholders within an organization. For company naming projects, CEOs and CMOs take primary responsibility for the outcome, with functions such as investor relations, sales and legal having their own vested interests. In product naming, marketing and sales managers are critically interested in the outcome, with legal having a key stake in the registration and protection of a name.
All industry sectors and sub-sectors, with extensive experience in food, technology and medical products