Companies may spend thousands of dollars getting the name of their new products right, but what happens once the workforce is let loose on a new brand?
The Association for Information and Image Management (AIIM) reports that different variations on a brand name are likely to spring up.
Don DePalma, founder of business globalization consultancy Common Sense Advisory, tells the organization of his own experiences in brand management.
"We worked with one company that found 120 variations of a product name and 102 instances of a single sentence describing usage instructions across the company”s line," he asserts.
Companies looking to limit such variation could consider a centralized information resource with a cross-platform document viewer as the first stage towards establishing a cohesive company-wide approach to product names.
But the expert notes that major software vendors have yet to fully approach the issue, with EMC”s guidance for its Documentum platform neglecting to mention terminology management as a topic.
As such, third-party add-ons such as a document viewer or file conversion application could be required to fully cater for the problem.
Installing such add-ons could have legal benefits in addition to procedural advantages, in light of DePalma”s comments.
He explains that compliance in industries such as healthcare includes strict regulations on how products may be referred to in literature.
AIIM previously published a Fujitsu case study which noted an increase in the number of documents being stored electronically within the healthcare industry and a corresponding rise in regulations applying to such files.