Naming
Our naming strategy reflects our brand architecture, concentrating brand equity in the Morningstar master brand and, by extension, our family brands. This focus ensures that we invest in building and supporting only the small number of brands needed to endorse offerings and guide key behaviors.
Why it matters
Our products, features, and supporting elements are not standalone brands; they have descriptive names that promote discovery, purchase, usage, and ease of navigation across our offerings. Similarly, names we use internally should also be descriptive to encourage engagement and help employees navigate programs, benefits, and internal groups
By leading with the Morningstar name, we extend its brand equity to new and existing offerings—boosting relevance and creating potential competitive advantage. Each time we introduce innovative, reliable solutions under our master brand or family brands, we reinforce our image and the positive attributes people associate with Morningstar. Using a master brand strategy also allows us to be highly efficient with our resources.
Within our brand portfolio, use of the Morningstar logotype and name is reserved for family brands and select products and elements endorsed by the master brand. In most cases, Morningstar should not be included in product or other names. For more detail, please refer to Naming Exceptions (.pdf).
