Mktg SIG: Trademarks, Brand Names, and Domain Names
Marketing and legal issues you need to consider when naming your company, products, & services
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
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.
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.
Mitchell Park Community Center
3800 Middlefield Road
(between Meadow Drive and Charleston Road)
Palo Alto, CA
7:00-7:20pm announcements and introductions
7:20-8:30pm presentation and discussion
$10 at the door for non-SDForum Members
No charge for SDForum members and students with ID
No registration required