Branding | SmartPay | Brand name

STARTING A NEW JOURNEY BRAND NAMES 09, APRIL 2018

Brand Names

Master Criteria

BRAND POSITIONING

The Simplest Platform of Business Opportunities

All users (micro-merchants & individual customers) will be enlightened and supported by Financial Impact, Seamless Experience and Entrepreneur Community.

When joining this platform, they can always enjoy the perks of:

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Increasing profitability

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Happiness of prosperous personal finance

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Convenient pocket

Brand Identity Criteria

Local Reliable Simple Eye catching

Approachable Family-oriented Unique Vibrant

Naming Criteria

C R E AT I V I T Y

Craft a fresh brand name

What do we wish our brand to be known & remembered for?

• • • • • • •

Own-able and expresses our Brand Proposition Relevant, appealing, credible to target audiences Represents brand values and personality characteristics Distinctive from competition Naming checks: linguistic, (easy to say), cultural, legal, trademark Domain name check: is full name one available? *Preliminary check on Google Play, App Store, and Google

C R E AT I V I T Y

Craft a fresh brand name

Qualities of an effective name • • • • • • • •

Meaningful Distinctive Easy to remember and pronounce Future orientated Modular / stretchable Unique Positive Visual

BRAND NAME FORMULA • • •

Maximum 3 words Imaginable vocabularies Interesting meaning

How does our brand sound like?

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Twisted Words: Combine simple words on purpose Vietnamese only: Imaginable words bring “WOW"factor English only: Easy to understand in an meaningful & exciting way

BRAND NAME SPECTRUM •

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Emotional direction: High chance to enhance emotional connection with users as brand love is cultivated in a natural and unique way Functional direction: Direct way for users to remember the brand itself or core product's USPs immediately

EMOTIONAL

Happiness of prosperous personal finance

FUNCTIONAL

Convenient Pockets Increasing Profitability

DIRECTION 1

EMOTIONAL

OPTION #1 •

POCPOK

Twisted Words: Piece of Cake (POC) + Pocket = Pocpok • This brand name indicates a desirable feeling from user’s perspective: when you use all-in-one magical pocket, payment or transaction is as easy as a piece of cake • As an effect of wording combination, this brand name also mimics the sound of opening champaign bottles which triggers happy celebration together

OPTION #2 •

HAPIMO

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Twisted Words: Happiness + Money = Hapimo This brand name is crafted to change user’s mindset about money. Instead of feeling worried about your personal finance, this platform will make you feel happy and hopeful for a better life This brand name not only offers cheerful vibes but also easy to remember for Vietnamese users

OPTION #3 •

LÚA

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Vietnamese only: Lúa (n): Rice (as a slang): Money This brand name is crafted from a popular local slang word in Vietnamese which is often used to express an ultimate excitement of receiving money This brand name is very easy and interesting to describe product’s features

OPTION #4 •

XU ƠI

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Vietnamese only: Xu (n): Coins Oi (adv): Hey (call a close buddy) This brand name is purposefully given such a human touch which resonates with users as a reliable friend This brand name showcases true Vietnamese local identity as it sounds like a friendly daily greeting Ơi gives a special touch of locality as we can never find equivalent word in any other language which can deliver similar emotion

OPTION #5 • •

VỪNG ƠI •

Vietnamese only: Vừng (n): Sesame Ơi (adv): Hey (call a close buddy) This brand name is rooted from a classic story “Ali Baba and the Forty Thieves”. It is a magical phrase to the mouth of a cave in which forty thieves have hidden a treasure. Hence, this brand name highlights an exciting offer for users in terms of financial services Ơi gives a special touch of locality as we can never find equivalent word in any other language which can deliver similar emotion

OPTION #6 •

TRUE KNOT

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English only: True (n): real, have all qualities Knot (n): small group of people This brand name strongly tells the story of product model - trustworthy circles where people will always feel like belonging to an small, intimate and reliable community This brand name also showcases a convincing affirmation in regards to security of a financial service

DIRECTION 2

FUNCTIONAL

OPTION #1.A

TIENVO

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Twisted Words: Tiền (n): money Vô (n): coming in

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This brand name emphasizes on an ultimate flow of profit and exciting opportunities for all users joining the platform This brand names is written in an easy way to spell it correctly in Vietnamese right at first attempt

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OPTION #1.B

TITA

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Twisted Words: Tiền + Tài = Tita Tiền (n): money Tài (n): good luck

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This brand name emphasizes on an ultimate flow of profit and exciting opportunities for all users joining the platform This brand names is very easy for users to memorize with cheerful vibes Other suggestions with similar approach: - TIDA: Tiền đây = Money is here

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OPTION #2 •

LENG KENG

Vietnamese only: Leng Keng (n): sound of clicking coins • This brand name makes users excited of a cheerful sound - lots of coins clicking together which tells the story of increasing profitability • This brand name also creates a golden opportunity to own a unique sound as a strong reminder for users to become aware of a new brand naturally

OPTION #3

A! TIỀN VỀ

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Vietnamese only: A! (n): Exciting exclamation Tiền về (n): Money is arriving

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This brand name directly brings out the most valuable benefit for all users.

Whatever kind of action or transaction users would use, they will always receive an ultimate result as perks of increasing profitability Users will also feel relatable in an emotional and conversational way with this brand name

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OPTION #4 •

Vietnamese only: Tiền (n): money Đầy (adj): full Túi: pocket

TIỀN ĐẦY TÚI

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Inspired from a popular and friendly wish with Vietnamese “Tiền đầy túi, tình đầy tim”, which means live fully in regards to finance and emotion

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This brand name clearly showcases product’s USP as users always own a full pocket at their fingertips This brand name is also owns a strong visual cue which can be utilized for further marketing strategy

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OPTION #5 •

RICHIE POCKIE

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English only: Richie = Rich (adj): full, wealthy Pockie = Pocket (n): personal wallet This brand name demonstrates a desirable benefit for users as they always carry a full pocket on-the-way which they can use easily just in 1 tap By combining and tweaking 2 very familiar words, this brand names sounds like a unique cheerful jingle thanks to its natural melodic effect

BRAND NAME SUMMARY

POCPOK

TIENVO

HAPIMO

TITA

XU ƠI

LENG KENG

VỪNG ƠI

A! TIỀN VỀ

TRUE KNOT

TIỀN ĐẦY TÚI RICHIE POCKIE

UYEN NGUYEN

AN NGUYEN

ERIK POSTHUMA

MANAGING DIRECTOR

STRATEGY CONTENT MANAGER

CGO

e: uyen.nguyen@aleph-labs.com

e: an.nguyen@aleph-labs.com

e: erik@aleph-labs.com

www.aleph-labs.com