Master-McNeil

Master-McNeil, Inc.
Industry	Naming
Founded	Berkeley, CA, 1988
Headquarters	Berkeley, CA
Website	www.naming.com

Last updated April 23, 2019

Master-McNeil, Inc. is a naming agency. One of the first firms formed exclusively for brand naming and research, it was founded in 1988 by SB Master. Master added "McNeil" to the company name because it "had a substantial sound" which led potential clients to assume that the company was "big and important, even though we weren't when we first started."^[1]^[2]^[3]

Prior to founding Master-McNeil, Master was the president of Wordmark, a division of the San Francisco-based agency Landor Associates. At Wordmark, she named brands including Touchstone Pictures, Westin Hotels, Pacific Telesis Group/ Pacific Bell, Fleet Financial Group, and Asiana.^[4]^[1]^[5]

Landor Associates is a brand consulting firm founded in 1941 by Walter Landor, who pioneered some research, design, and consulting methods that the branding industry still uses.

Touchstone Pictures is a dormant American film distribution label of Walt Disney Studios Motion Pictures. Touchstone typically releases films produced or distributed by Walt Disney Studios with more mature themes and darker tones that are targeted to adult audiences, than those released under the studio's main Walt Disney Pictures banner. As such, Touchstone is a pseudonym brand for the studio, and does not exist as a distinct business operation.

Asiana Airlines Inc. is one of South Korea's two major airlines, along with Korean Air. Asiana has its headquarters in Asiana Town building in Seoul. The airline has its domestic hub at Gimpo International Airport and its international hub at Incheon International Airport.

Master-McNeil’s naming process includes linguistic analysis, brand architecture, trademark search and domain name acquisition. ^[6] Among others, the company has named PayPal, We TV, the Buick Lacrosse, and Quid. Their clients have included AMD, Apple, Comcast, Chevron, General Motors, Kodak, Nestlé and Volkswagen.^[7]^[3]

Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.

Trademark Recognizable sign, design or expression which identifies products or services

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A domain name is a label that identifies a network domain: a distinct group of computers under a central administration or authority.

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Creative Artists Agency LLC or CAA is an American talent and sports agency based in Los Angeles, California. It is regarded as a dominant and influential company in the talent agency business and manages numerous prestigious clients. In March 2016, CAA had 1,800 employees.

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A sports agent is a legal representative for professional sports figures such as athletes and coaches. They procure and negotiate employment and endorsement contracts for the athlete or coach whom they represent. Because of the unique characteristics of the sports industry, sports agents are responsible for communications with team owners, managers, and other individuals. Also, they are responsible for making recommendations in regard. In addition to finding income sources, agents often handle public relations matters for their clients. In some large sports agencies, such as IMG, Creative Artists Agency, Roc Nation Sports and Octagon, agents deal with all aspects of a client's finances, from investment to filing taxes.

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Y&R is a marketing and communications company specializing in advertising, digital and social media, sales promotion, direct marketing and brand identity consulting. It is a member of WPP, a British multinational advertising and public relations company.

Woodruff, previously known as Woodruff Sweitzer, is an advertising agency founded in Columbia, Missouri by Terry Woodruff. Woodruff has worked with various national and regional clients including Bayer HealthCare's Animal Health Division, Arysta LifeScience Corp, Diamond Pet Foods, Missouri Farm Bureau Insurance, and the University of Missouri's Athletics Department. In 2007, Woodruff was selected to produce Boone County National Bank's 150th anniversary campaign, which led to Woodruff working with its parent company, Central Bancompany.

References

1 2 Beato, G. (September 30, 1998). "Buy Any Other Name". Mother Jones. Retrieved 18 March 2017.
↑ Calvo, Dana (September 4, 1994). "It May be the Name Game, but They're All Business". The New York Times. Retrieved 18 March 2017.
1 2 Shimp, Terence A. and, Andrews, J. Craig (December 29, 2008). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Southwestern. ISBN 978-0324593600 . Retrieved 18 March 2017.
↑ "Mentors". entrepreneurship.berkeley.edu. Haas School of Business. Retrieved 18 March 2017.
↑ Oldenberg, Don (May 22, 1987). "PLAYING THE CORPORATE NAME-CHANGE GAME". Washington Post. Retrieved 18 March 2017.
↑ Lesonsky, Rieva (May 14, 2007). "How to Name Your Business". Entrepreneur. Retrieved 18 March 2017.
↑ Horovitz, Bruce (January 23, 1990). "Sometimes, What's Not in a Company's Name Is What Really Counts". Los Angeles Times. Retrieved 18 March 2017.

External links

Official Website

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[mother_jones-1] 1 2 Beato, G. (September 30, 1998). "Buy Any Other Name". Mother Jones. Retrieved 18 March 2017.

[NY_TImes_1994-2] Calvo, Dana (September 4, 1994). "It May be the Name Game, but They're All Business". The New York Times. Retrieved 18 March 2017.

[Advert_book-3] 1 2 Shimp, Terence A. and, Andrews, J. Craig (December 29, 2008). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Southwestern. ISBN 978-0324593600 . Retrieved 18 March 2017.

[4] "Mentors". entrepreneurship.berkeley.edu. Haas School of Business. Retrieved 18 March 2017.

[Washington_Post_1987-5] Oldenberg, Don (May 22, 1987). "PLAYING THE CORPORATE NAME-CHANGE GAME". Washington Post. Retrieved 18 March 2017.

[how_to_name-6] Lesonsky, Rieva (May 14, 2007). "How to Name Your Business". Entrepreneur. Retrieved 18 March 2017.

[LA_Times_apple-7] Horovitz, Bruce (January 23, 1990). "Sometimes, What's Not in a Company's Name Is What Really Counts". Los Angeles Times. Retrieved 18 March 2017.