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CLEMENT CASE STUDY
SUMMARY
Brand: Clement
Brand type: Healthcare
Primary client: Alberto Bonilla Moralles
Trademark territories: UK, Spain and International
Trademark classes: 35 & 44
Geographies: UK and Spain
Languages: English and Spanish
Validation types: Trademark checks, Google checks, .COM checks and automated negative language check (Electric Eel)
BACKGROUND
Renowned psychologist Dr Alberto Bonilla Miralles, ABM to friends and colleagues alike, wanted to formalize and develop his psychological expertise via two masterbrand models. Both names were planned to represent certain aspects of the range of psychological services he offers e.g. neuro rehabilitation for individuals with health conditions, behavioural, emotional and cognitive needs for patients in residential care. One name would be patient-centric, the other corporate. The names were also required to work equally well in both Spanish and English.
PROJECT
CLEMENT appealed to the patient-centric core brand criteria of kindness, humanity, personal, reliable and effective. Clement + Mind, as it became, denoted a service-targeted name and more easily .com registrable. Clement has essentially the same meaning in Spanish and English of: I. Mild or humane in the exercise of power or authority; merciful, lenient, kindly II Of weather or climate, mild. The senses of ‘kindliness’ and ‘humanity’ appealed to us the most.
For the corporate services name, we looked for a word that conveyed a meaning which tapped into published author Alberto Miralles’s professionalism and expertise. As with other cognit- based words from our Interlect global dictionary, COGNITY is paneuropean and recognized in Latin America, a possible future market for Alberto. We wish him great success.
Further, possibly, sub-brand derivative names for new psychological services will be developed over the following months e.g. occupational psychology services and sports psychology services.
