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.
Product names are the domain of the marketect. Good subcomponent and feature names may come from developers (but are still controlled by the marketect).
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).
Understand how to use various legal designations associated with product names.
Technology in-licenses may impose brand element requirements.
Review all aspects of the total customer experience when considering changes to a product name .