During a time of greater and greater branding (-> Brand Analyses), the name and logo of products and companies is becoming increasingly important. It is therefore worthwhile subjecting these communications elements to a test prior to launch. In the case of the name, the emphasis should be on comprehensibility (radio advertising!), memorability and pronounceability, and in the case of the logo, readability and good recognisability. In addition to this, whether these two elements possess the necessary originality (uniqueness) is also an important question. Association tests round off this form of research. They indicate to what extent the name or logo has become established in the mind of the target individual.