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Brand elements have a subtle but pervasive impact on your tarchitecture , ranging from the icons that represent the product to the location where they are stored.
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Product names are the domain of the marketect. Good subcomponent and feature names may come from developers (but are still controlled by the marketect).
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Internationalization poses special challenges to brand elements. It pays to hire a specialist if you're going to go international (and chances are good that you are).
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Understand how to use various legal designations associated with product names.
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Technology in-licenses may impose brand element requirements.
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Review all aspects of the total customer experience when considering changes to a product name .