✕
Brand Name Diagnosis& Naming for Brazil
Proposal No. 168.26
Scroll
✕
Creative effectiveness for brands that move with the pulse of culture.
A women-led audiovisual production company for brands that seek presence and meaning.
Strategy and creative direction for brands that challenge the standard.
We turn complex challenges into living brand systems, scalable and full of meaning.
Brands human by essence, technological by nature.
Toku is expanding into Brazil and starting its first enterprise deals there. That raises a question about its identity: how will the name be received in a new cultural and linguistic context?
A qualitative study with senior executives within Toku's ICP. It maps how the name is perceived before and after people know the brand, and turns what we hear into a clear recommendation: keep, adapt or change the name in Brazil.
Map spontaneous associations, meanings and possible connotations linked to the name.
Understand how the name relates to trust and to the attributes expected from a B2B brand.
Identify risks and opportunities, and turn them into a clear recommendation: keep, adapt or change the name in Brazil.
Mid-level to senior executives at enterprise companies, from manager to C-level. Most will be CEOs, CFOs and leaders in Finance and Financial Operations. The sample also includes leaders from Operations, Commercial, HR and Technology.
Professionals who place strong value on technology and innovation, and who weigh digital experience, usability and a sense of the future as much as traditional attributes.
An exploratory investigation that maps the main perceptions and possible noise associated with the name.
The sample mixes two groups:
Non-clients have no previous exposure to the brand, so their perceptions are free from existing relationship bias. A participation incentive for the executives is included in the investment.
Interviews happen within a fixed fieldwork window, so the timeline is protected.
We review the business landscape, Toku's institutional materials and positioning, its operating context, and possible cultural issues related to the name.
Before introducing the brand, we investigate what the name "Toku" triggers on its own: first associations, sound, interpretations and possible cultural references.
We run 16 individual interviews with senior executives. They explore perceptions, meanings, trust, credibility and the name's relationship with Toku's business universe.
We cross-reference context, spontaneous perceptions and the interviews. The result is key findings, opportunities and strategic direction for the brand.
A strategic report that turns the conversations into learnings and recommendations for Toku.
Includes 1 presentation of the final results to the Toku team and 1 round of adjustments to the material.
Ideal timeline of 4 weeks. Optimized: 3 weeks, with some stages running in parallel.
Three checkpoints with Toku along the way. The timeline may change according to holidays and approval times.
Phase 2 starts only if the diagnosis recommends a name change. If the conclusion is that "Toku" works in Brazil, the project ends in Phase 1.
A good name carries the strategy in just a few letters. Phase 2 starts where the diagnosis ends. The new name is created for the Brazilian market, and Toku keeps its name in Chile and Mexico.
Names are created from the briefing, which brings together the research findings and Toku's brand references (values, personality and voice). One premise comes first: adaptation, not revolution.
Options Toku already holds, such as "Toko", are evaluated against the same criteria as every new proposal.
In 2 weeks, we develop up to 5 naming options, from which Toku chooses 1 name to adopt in Brazil.
Each option is presented with a conceptual rationale that supports its creation.
If needed, a second list brings 3 additional options in 2 more weeks, following Toku's direction.
We run a preliminary availability search in the INPI database (Brazil's trademark office), checking for identical trademarks in the classes indicated by Toku.
We recommend a full legal search of the intended name(s) with a law firm specialized in trademark registration, for in-depth legal validation. Rastro can recommend trusted firms for this work, and Toku is also free to engage a partner of its choice.
Whichever firm conducts the process, Rastro acts as the point of contact with the supplier, handling communication and alignment to ensure the work stays consistent with the naming strategy. The legal search and the registration fees are not included in this proposal.
Phase 2 starts only once the decision to change the name is made. Up to 4 weeks: 2 weeks for the first list of names and 2 weeks for a second list, if needed.
The timeline may change according to holidays and approval times.
Includes a participation incentive of R$ 1.100,00 per executive interviewed. Amount estimated for a sample split evenly between participants referred by Toku and executives recruited in the market. The final amount may vary according to the actual split between the two recruitment methods.
Contracted only if the diagnosis recommends a name change.
All taxes included.
Unless quoted separately, this proposal does not include:
Confidentiality notice: All information in this material, including ideas, concepts and methods, is the intellectual property of RASTRO® and is protected by the applicable intellectual property laws.
