Chapter Summary

• 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 .