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At Mastercard we follow a Branded House architecture system and strategy, which means that Mastercard is the parent brand and acts as the umbrella for all our products, programs and services. Our only sub-brands with unique identities are currently Cirrus and Maestro. We avoid creating new unique logos for products and instead invest in the Mastercard Symbol combined with clear and descriptive terminology.

Product program service

KEY TAKEAWAYS

01

Brand equity
Leading with Mastercard builds our global recognition and reputation as an iconic brand across cultures and geographies, and facilitates cross-selling opportunities.

02

Flexibility
As our portfolio expands, the Mastercard brand has room to flex and grow into new markets and audiences.

03

Marketing efficiency
Introducing a new brand identity to the market can be expensive and resource intensive. Leaning on our existing brand equity gives us the best return on our marketing investments.

04

Trademark costs
Suggestive or abstract names often require obtaining a trademark which, for a global company, can be very time-consuming and costly.

CLEAR AND DESCRIPTIVE NAMING

There are many kinds of names. At Mastercard, we pursue the simplest, clearest ones. A name or a descriptor that uses the most intuitive word or words to explain something can be more powerful and engaging than highly creative names. That’s because simplicity makes our audiences’ journeys easier. Whether they be a B2B or B2B2C or B2C audience, they’ll know what they’re choosing among, or what they’re buying. They’ll know what it does, or how it works, or what its main benefit is. The name becomes the definition, rather than another element we need to define. And bolstered by strong marketing and communications, those simple, clear names are unbeatable in building our brand.

Descriptor

• Uses industry-standard terminology only

• Describes offerings that do not have proprietary identities with a consistent messaging handle not a formal name, and therefore, not typically capitalized

• Not a formal name

Descriptive name

• Uses industry-standard terminology or straightforward language to communicate an offering’s function or benefit

• Uses real words, never acronyms, jargon, invented or conjoined words

• Uses terms’ literal meaning(s) only

• A capitalized, formal name

Clarify the differences between and when to use a "DESCRIPTOR" or "DESCRIPTIVE NAME"

UNDERSTAND THE BASICS

The simplest, most obvious names are the best:

Mastercard Identity Check

Mastercard Test & Learn

Mastercard Pay by Account

When embarking on a naming exercise consider the following:

1 All product names begin with Mastercard.

2 Use simple, descriptive names rather than abstract or coined names.

3 Use real words with their intended meanings – never acronyms, jargon or invented.

4 Be brief (2-3 words maximum).

When referencing a product, service or program name in marketing or other text:

• Use the complete name "Mastercard [Name]" in the first or most prominent mention. Thereafter, the shorthand [Name] is acceptable.

• If trademarked, include the trademark attribution in the first or most prominent mention. Thereafter, the attribution may be omitted.

• Never reference the program as an ingredient, e.g., "[Name] Provided by Mastercard". (Refer to Ingredient Branding for more information.)

• “Mastercard [Product, Service, Program Name]“ should appear in the same font as the surrounding text; initial capital letters for the [Product, Service, Program Name]

DECISION TREE

Your product may not need an official name.

It could be described as the XYZ feature of Existing Product. For example, “Product’s new biometric data feature.”

Brainstorm with your team and B2B/Product Marketing how this value-added service could integrate into the existing product.

Do the various products within the family differentiate by audience or use case?

Your product may not need an official name.

It could be described as Existing Product for XYZ. For example, “Test & Learn for Payment Events.”

Brainstorm with your team and B2B/Product Marketing on how you may want to differentiate by use case. Reach out to the Brand Strategy Team if you need assistance.

Is the family of products a tiered approach with different more expensive versions?

Your product may not need an official name.

It may require different versions of a single product rather than many different products. For example, “Product A Core and Product A Premium.”

Brainstorm with your team and B2B/Product Marketing on how you may want to tier these products. Reach out to the Brand Strategy Team if you need assistance.

Please complete the naming brief and worksheet.

Has the product significantly changed its value proposition, scope, or audience?

Is this a high-profile consumer-facing name?

Reach out to the Brand Strategy Team for naming agency options.

Please complete the naming brief and worksheet.

Consider whether or not your product truly needs a new name.

As we seek to continuously simplify our product architecture internally and with consumers, we want to create as much consistency and stability as possible. If the product has not significantly changed, our recommendation is to keep the name the same.

Your product may not need an official name.

Is this a high-profile consumer-facing name?

Reach out to the Brand Strategy Team for naming agency options.

Please complete the naming brief and worksheet.

For more complex naming projects like a new business line or product category, please reach out to the Brand Strategy Team for assistance.

PROCESS AND TIMELINE

• Review the naming guidelines in this section and decision tree.

• If the decision tree led you to create a new name, complete the naming brief and worksheet ensuring you have aligned strategically with the Global Product and Global B2B/Product Marketing teams before submitting the brief/worksheet.

• Send the naming brief and worksheet to naming@mastercard.com for review.

• The Brand Strategy, Advertising and Innovation Teams will reach out to the product owners within 3-4 business days with feedback on the proposed name(s).

• Once a final name has been selected and approved, the Brand Strategy Team will submit the official name to trademarks@mastercard.com for clearance and approval. This process may take up to 3-4 weeks and may incur costs. See the Trademarking section for more information.

• The final name is cleared and approved for use.

 

treadmarking

TRADEMARKING

The simple, descriptive names we use aren’t just a strategic advantage—they’re a legal one, too. Unique and distinctive terminology is more difficult to clear legally than descriptive or generic terminology. In addition, we don’t need to invest as many resources in securing and protecting trademarks on common terminology, although clearance by the Law Department is always required whether the stakeholders are seeking trademark registration or only seeking clearance to use a name.

Trademark clearance process
Once a final name has been selected and approved by the Brand Strategy Team, the Trademark Team will recommend what type of search should be conducted for your proposed name based on the type of trademark, scope of use and other factors. As it is necessary to evaluate possible risks in each country where use of the terminology is planned, the team typically recommends searching in each country of interest. If the planned usage is global, the team will work with the business to develop an appropriate legal clearance strategy.

In all instances, the process starts with a preliminary trademark search which provides a high-level overview of global trademark registries. The purpose of the preliminary search is to spot immediate red flags that would deter the business from further searching. The preliminary search typically takes 2-4 business days and is provided by the trademark team at no cost to the business (special circumstances may apply). Refer to the Global Trademark Clearance and Registration document for more detailed information and estimated trademark search costs.

If you have any additional questions regarding trademark clearance and approval, reach out to trademarks@mastercard.com.