Why a Naming Framework Matters
A naming framework ensures our efforts strengthen the City National Bank brand equity rather than individual products or services. The following decision flow guides naming choices to align with our brand strategy.
Naming Framework
Key Naming Approaches
Descriptive Names
Support customer navigation. Use when the offering highlights our value proposition or helps businesses succeed.
Unique Names
Inspire customers to see City National in a new way, deepening brand equity. Use when we’re willing to invest in building recognition
over 3+ years.
Naming Decision Flow
Start Here
(for occasional, somewhat unique offerings):
Does the product or service support our value proposition or business success?
No
Use a descriptive name
Yes
Continue
Will it be promoted beyond our website (e.g., advertising/marketing)?
No
Use a descriptive name but highlight with design elements
Yes
Continue
Are we committing resources to build recognition of the product over 3 years?
No
Use a descriptive name but highlight with design elements
Yes
Consider using a unique name