Monitoring prices for the services of Moscow branding agencies showed that the prices for developing the name range from 30 to 200 thousand rubles. Such a variation in prices may surprise. This article will explain and justify a similar pricing policy.
Naming prices are determined by competition, not only between agencies, but also between freelancers. Previously, many customers tried to do it on their own, independently inventing for their companies, shops and goods. They wanted to register their “creative” names, but FIPS stood in the way, which refused to register, citing the “unoriginal” name. It turns out that someone has already coined and registered this word, but is ready to sell it at exorbitant prices. So it turns out that you need to contact a specialist who can create an unoccupied name.
It’s not difficult to come up with a name, it’s difficult to collect the information necessary to create this name. It is not easy to come up with a name that would meet not only all the formal requirements for a quality name, take into account all marketing pitfalls, but also have a chance to become popular.
Another factor that increases the price of words is the “non-rubberiness” of the Russian dictionary. Good names are not enough at all, and those that are are already occupied for a long time. In this regard, the copywriter has not to find, but to compose new words. Writing is another factor that raises the price of naming. Neologisms need to be tested on focus groups, as it is not known how they will behave in real life. Conducting tests and focus groups is another expense item that affects the cost of naming.
Sometimes a name is required to translate well into other languages. The price of naming rises again.
Each name has its own geography. The wider it is, the more expensive the name. If you need to call a district store - this is one thing. Another thing is if you need to come up with a name, for example, for a new nonsense of vodka, where the competition is the highest. The name for the new vodka can reach all 200 thousand rubles, and this is only the price of pure creative. The price tag will increase even more if international companies or “branded firms” act as the customer or contractor. In these cases can reach several million rubles.
Responsibility for the illegal use of someone else’s name is up to 5 million rubles or loss calculation, according to the statement of claim of the injured party. It’s better not to break the law, and create your own name or brand, relying on the help of branding professionals.
The audience of a company or brand also affects the price of developing a name. The wider the audience, the larger and more diverse the associations caused by the name should be. Using common words is pointless for two reasons: they are not able to reach the entire audience; such names have long been occupied and registered with FIPS.