The system by which a company’s portfolio of names are organized, including the process of introducing new names and retrofitting acquired names.
Example | Illustration
A well-structured naming architecture will help a company decide if a new product should employ a proprietary name or descriptive name or if the new name should share a common theme with one of more of the company’s existing products. Even more importantly, a clear, effective naming architecture will help the company’s customers buy its products or services.