Mktg SIG: Trademarks, Brand Names, and Domain Names



  • Marketing and legal issues you need to consider when naming your company, products, & services


    SB Master, Founder and President, Master-McNeil
    Jefferson Scher, Partner, Trademark Practice, Carr & Ferrell, LLP

    Click here to access an MP3 audio recording of the session.
    Click here to view the session notes.


    About the Session

    What's in a name? Quite possibly the success or failure of your business!

    Names have always been essential components of any brand. As competition for attention increases, having effective names for your company, your products, and your services becomes even more important - so important that U.S. companies spend some $25 million on name-creation services. For many Internet-age companies, having a memorable domain name can make a significant impact on how many prospective customers drop in for a visit, which explains why many coveted domain names have been auctioned off at prices that were previously unbelievable.

    So how do you go about choosing effective names to build your brand? What marketing and legal issues do you need to consider? And what level of investment should you be prepared to make to find the right names?

    To answer these questions, we've invited the founder of a highly successful naming agency and an experienced trademark attorney to share their views on a range of topics related to naming:

    • Overview of names and their role in an overall brand architecture
    • Cost considerations
    • Marketing and legal characteristics of good names
    • Processes for developing names
    • Trends in naming
    • Naming in the Internet age

    This lively and interactive session will provide you with information you need to make intelligent decisions about some of the most important assets of your business: its names.


    About the Presenters

    SB Master

    is the founder and president of Master-McNeil, a leading naming agency based in Berkeley that has created many well-known names in the high-technology world, including Ariba, PayPal, Netopia, MemBrain, Athlon, and Duron, as well as brand architectures for such companies as Apple, Sun, Cisco, Cadence, and RealNetworks. SB received her MBA from Harvard Business School, and her triple-major honors BA from the University of California, Santa Cruz.

    Jefferson Scher

    is a partner with the technology law firm Carr & Ferrell, and leads its Trademark Practice group. Over the past four years, he has helped clients such as VERITAS Software, Intuit, and Excite@Home establish and defend their trademarks and copyrights. Prior to accepting his current position, Jefferson served for seven years as an Intellectual Property Associate at Fenwick & West. He earned his B.A. in Economics from UC Berkeley and his J.D. from Stanford.


    Event Logistics


    Mitchell Park Community Center
    3800 Middlefield Road
    (between Meadow Drive and Charleston Road)
    Palo Alto, CA


    6:30-7:00pm registration/networking/refreshments
    7:00-7:20pm announcements and introductions
    7:20-8:30pm presentation and discussion
    8:30-9:00pm wrap-up/networking


    $10 at the door for non-SDForum Members
    No charge for SDForum members and students with ID
    No registration required

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