The Schober Information Group has been advised by the naming agency NAMBOS for the market launch of its new software solution product.

Europe’s leading marketing service provider helps customers in the international arena to create and maintain profitable customer relationships by providing and processing data. This know-how is now bundled in various software products and offered to customers for independent market development.

In this context, the question arose as to how the naming of these products should be strategically undertaken.
Schober decided to create a new strong umbrella brand for the software offerings that were “outstanding” from Schober’s previous fields of activity. Based on this customer and product situation, NAMBOS developed the custom-fit strategy solution and, within the framework of the name development on this basis, the internationally usable brand name “capaneo”was created.

Capaneo is a rather abstract designation with high brand potential. Markus Lindlar, head of brand name development at NAMBOS, comments: “It makes perfect sense to rely on very independent names for an umbrella brand concept. Because with umbrella brands, the communication power is bundled, but an independence can also be depicted in the overall portfolio. However, the umbrella brand must not be restrictive with regard to certain topics or technologies, but must be able to combine all current and future product ideas under the respective cluster”.

The name “capaneo” refers to the high performance (capacity) and innovative character (neo) of the products. The individual product names are formed by combining the umbrella brand with a descriptive addition. A sample is available for this addition, according to which a uniform designation is made. For example, there is the “capaneo LeadDriver”, a software for lead management. With the “capaneo DataDriver” the customer has a data management platform for individualised customer approach. “This naming strategy enables the use of very descriptive names, as they can be protected in combination with the brand name ‘capaneo’ and can therefore be monopolised by the company”, says NAMBOS lawyer Peter Ströll.