{"id":561,"date":"2015-01-01T06:00:49","date_gmt":"2015-01-01T05:00:49","guid":{"rendered":"http:\/\/2021.isk-institut.de\/?post_type=jetpack-portfolio&#038;p=561"},"modified":"2021-03-07T21:40:12","modified_gmt":"2021-03-07T20:40:12","slug":"brand-positioning-and-naming","status":"publish","type":"jetpack-portfolio","link":"https:\/\/isk-institut.de\/en\/portfolio\/brand-positioning-and-naming\/","title":{"rendered":"Brand Positioning and Naming"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull has-accent-background-color has-background\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h1 class=\"has-text-align-left has-buttons-text-color has-text-color wp-block-heading\">Brand Positioning and Naming<\/h1>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"577\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-424\" data-id=\"424\" src=\"http:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/Logo_paydirekt_sw-1024x577.png\" srcset=\"https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/Logo_paydirekt_sw-1024x577.png 1024w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/Logo_paydirekt_sw-300x169.png 300w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/Logo_paydirekt_sw-768x433.png 768w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/Logo_paydirekt_sw-1536x866.png 1536w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/Logo_paydirekt_sw-2048x1154.png 2048w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/Logo_paydirekt_sw-540x304.png 540w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/Logo_paydirekt_sw-1080x609.png 1080w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/Logo_paydirekt_sw-1980x1116.png 1980w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-425\" data-id=\"425\" src=\"http:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/ISK_1024x768_paydirekt-neu2_mini.jpg\" srcset=\"https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/ISK_1024x768_paydirekt-neu2_mini.jpg 1024w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/ISK_1024x768_paydirekt-neu2_mini-300x225.jpg 300w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/ISK_1024x768_paydirekt-neu2_mini-768x576.jpg 768w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/ISK_1024x768_paydirekt-neu2_mini-540x405.jpg 540w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p class=\"desktop wp-block-paragraph\">Please contact us if you are interested in a detailed presentation of the <a href=\"mailto:info@isk-institut.de\">service areas<\/a>.<br>Or go back to the <a href=\"https:\/\/isk-institut.de\/en\/cases\/\">case overview<\/a>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h5 class=\"wp-block-heading\"><strong><strong>Challenge<\/strong><\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">German banks and savings banks are joining forces to introduce a joint online payment procedure against major competitors such as PayPal. The task was to find a name that would quickly explain the product, communicate the benefits and differentiate it.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong><strong>Approach<\/strong><\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Based on the positioning, possible fields were identified, names were derived and checked globally.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong><strong>Result<\/strong><\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">A relevant, differentiating and memorable name including logo that is used by all banks.<\/p>\n\n\n\n<div class=\"wp-block-group has-buttons-text-background-color has-background\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>DATE<\/strong>&nbsp;<br>2015<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CATEGORIES<\/strong><br>B2B, B2C, Brand Strategy, Communication Strategy, Naming, Positioning<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CLIENT<\/strong><br>paydirekt GmbH<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>WEBSITE<\/strong><br><a href=\"http:\/\/www.paydirekt.de\" target=\"_blank\" rel=\"noreferrer noopener\">www.paydirekt.de<\/a><\/p>\n<\/div><\/div>\n\n\n\n<p class=\"mobile wp-block-paragraph\">Please contact us if you are interested in a detailed presentation of the <a href=\"mailto:info@isk-institut.de\">service areas<\/a>.<br>Or go back to the <a href=\"https:\/\/isk-institut.de\/en\/cases\/\">case overview<\/a>.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>German banks and savings banks are joining forces to introduce a joint online payment procedure against major competitors such as PayPal. The task was to find a name that would quickly explain the product, communicate the benefits and differentiate it.<\/p>\n","protected":false},"author":2,"featured_media":188,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_uag_custom_page_level_css":"","footnotes":""},"jetpack-portfolio-type":[],"jetpack-portfolio-tag":[],"class_list":["post-561","jetpack-portfolio","type-jetpack-portfolio","status-publish","format-standard","has-post-thumbnail","hentry"],"jetpack_sharing_enabled":true,"uagb_featured_image_src":{"full":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw.png",3350,1888,false],"thumbnail":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-150x150.png",150,150,true],"medium":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-300x169.png",300,169,true],"medium_large":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-768x433.png",580,327,true],"large":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-1024x577.png",580,327,true],"1536x1536":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-1536x866.png",1536,866,true],"2048x2048":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-2048x1154.png",2048,1154,true],"post-thumbnail":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-2240x1262.png",2240,1262,true],"chaplin_preview_image_low_resolution":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-540x304.png",540,304,true],"chaplin_preview_image_high_resolution":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-1080x609.png",1080,609,true],"chaplin_fullscreen":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-1980x1116.png",1980,1116,true],"jetpack-portfolio-admin-thumb":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_paydirekt_sw-50x50.png",50,50,true]},"uagb_author_info":{"display_name":"flo","author_link":"https:\/\/isk-institut.de\/en\/author\/flo\/"},"uagb_comment_info":0,"uagb_excerpt":"German banks and savings banks are joining forces to introduce a joint online payment procedure against major competitors such as PayPal. The task was to find a name that would quickly explain the product, communicate the benefits and differentiate it.","_links":{"self":[{"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/jetpack-portfolio\/561","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/jetpack-portfolio"}],"about":[{"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/types\/jetpack-portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/comments?post=561"}],"version-history":[{"count":3,"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/jetpack-portfolio\/561\/revisions"}],"predecessor-version":[{"id":841,"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/jetpack-portfolio\/561\/revisions\/841"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/media\/188"}],"wp:attachment":[{"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/media?parent=561"}],"wp:term":[{"taxonomy":"jetpack-portfolio-type","embeddable":true,"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/jetpack-portfolio-type?post=561"},{"taxonomy":"jetpack-portfolio-tag","embeddable":true,"href":"https:\/\/isk-institut.de\/en\/wp-json\/wp\/v2\/jetpack-portfolio-tag?post=561"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}