Morningstar Brand System

If Yes
If No
Is there a current product or service name that’s appropriate to use? Use current name. Go to next question.
Is the product or service part of a larger, branded product or service line and will the names often appear together? Create an unbranded name. Go to next question.
Is it sold as a standalone product or service? Go to next question. Create an unbranded name.
Is it significant enough (in terms or target audience, development resources, and marketing budget) to warrant a branded name? Create a branded name. Create an unbranded name.