Naming Principles and Assumptions

NeighborWorks® DBA

Naming Objectives

In order to facilitate selection and approval of an appropriate NeighborWorks ® DBA name, as well as a domain name, NeighborWorks® America developed naming guidelines and processes.

Protect the Asset

It is NeighborWorks® America’s responsibility to protect the NeighborWorks® asset for the entire network.

Prevent Disadvantage

NeighborWorks® America’s intent is that no NeighborWorks® organization should be disadvantaged by a proposed DBA name.

Review Carefully

Because the trademarked term “NeighborWorks®,” a NeighborWorks® America- owned asset, is attached to the name, an in-depth review of the proposed name will be made.

Conduct Approval Process

NeighborWorks® America has the right, in its own discretion, to accept or deny any name proposed by any NeighborWorks® organization.

All names must be approved by the Director of Development and Communications and the Director of Field Operations before being finalized.

Seek Weigh-in

All proposed DBA names and domain names will be made available for network weigh-in before any final approval.

All NeighborWorks® organizations’ comments will be considered before approval.

No NeighborWorks® organization has “veto” power over a proposed DBA name.

4/6/2018 NeighborWorks® DBA

Naming Principles

Naming Principle Allowed Example Disallowed Example

Order of Terms ® ®  NeighborWorks of NeighborWorks  Henrico Henrico NeighborWorks® must be the first  NeighborWorks®  Reston term in any name. Reston NeighborWorks®

 NeighborWorks® of the The name may include Green Mountains the term “of,” but it is not ® a requirement.  NeighborWorks Green Mountain

Naming Principle Allowed Example Disallowed Example Similar Names Some proposed DBA names that are similar to another  NeighborWorks® Urban organization name and/or Edge infringe upon another (case by case basis)  NeighborWorks® trademark may be Capitol One immediately prohibited.

 NeighborWorks® Piedmont (exclusive use in Virginia, no Approved names covering identifier required) areas where multiple NeighborWorks® organizations NeighborWorks® operate may be granted a Piedmont (VA) license for exclusive (non-exclusive use in regional use and non- North Carolina, exclusive national use. Oklahoma, and/or In this case, any national uses nationally – for national require an additional identifier. database listings, web metatags, etc.) (case by case basis)

While actual service areas in  NeighborWorks® most cases are unlikely to Columbus (exclusive cross over, non-“border” use in Georgia, no business practices may identifier required) indeed cause concern. For NeighborWorks® example, a domain name, a Columbus (GA) NeighborWorks® America (non-exclusive use listing, or shared national outside of Georgia and funder listing. nationally – for national database listings, web meta-tags)

Disallowed Naming Principle Allowed Example Example Geographic Names Some geographic names  NeighborWorks® US covering areas where multiple ® NeighborWorks® organizations  NeighborWorks of operate now or in the future (case by case basis) Florida may be immediately  NeighborWorks® prohibited. Boston Geographic names covering areas where multiple NeighborWorks® organizations operate and are allowed for initial consideration must be: (case by case basis) (case by case basis) - Agreed upon in writing by all affected Possible examples: Possible examples: ® NeighborWorks  NeighborWorks®  NeighborWorks® organizations Southern California Southern California - Approved at the district  NeighborWorks®  NeighborWorks® East level East Texas Texas - Approved at the national level (including network weigh in)

Naming Principle Allowed Example Disallowed Example NeighborWorks® HomeOwnership Centers

Only NeighborWorks®  NeighborWorks® Organization’s operating an HomeOwnership approved NeighborWorks® (case by case basis) Center Sacramento HomeOwnership Center may Region consider including “HomeOwnership Center” in their DBA name.

NeighborWorks® organizations that operate a  NeighborWorks® Anaheim NeighborWorks® ®  NeighborWorks HomeOwnership Center HomeOwnership Center and HomeOwnership decide to use Center Anaheim  HomeOwnership Center “HomeOwnership Center” as a Anaheim  NeighborWorks® part of their DBA name: ® HomeOwnership  Anaheim NeighborWorks - The name must include an Center of Anaheim HomeOwnership Center ® identifier  NeighborWorks HomeOwnership Center - NeighborWorks® must come before “HomeOwnership Center”

Naming Principle Allowed Example Disallowed Example

NeighborWorks® organizations that operate a NeighborWorks® HomeOwnership Center and decide not to use “HomeOwnership Center” as a part of their DBA name must continue to abide by HomeOwnership Center architectural Exterior signage must Exterior signage reading: standards.* read: (Only DBA organizations operating a NeighborWorks® HomeOwnership Center may drop the second (without HomeOwnership “NeighborWorks®” when Center signature) identifying their center, as long as “HomeOwnership Center” appears WITH the DBA name. If the HomeOwnership Center is mentioned without the organization (DBA) name, the “NeighborWorks®” must be included with “HomeOwnership Center.”)

* See DBA/HomeOwnership Center standards in the NeighborWorks Brand Manual.

Naming Principle Allowed Example Disallowed Example Brand Confusion The proposed DBA name must not confuse or dilute any NeighborWorks® brand.  NeighborWorks® Community Development Corporation Some very broad service  NeighborWorks® Housing or programmatic names Services may be immediately  NeighborWorks® Rural Housing prohibited. Services

 NeighborWorks® Mutual (case by case basis) Names such as Housing Association Community Development  NeighborWorks® Corporation (CDC), HomeOwnership Center Neighborhood Housing  NeighborWorks® HomeBuyer Services (NHS) and Center Economic Development Corporation (EDC) are  NeighborWorks® Economic nomenclature used by Development Corporation many organizations within the network. Exclusive use of the term would disadvantage all other organizations that share it.

It is the responsibility of the participating ONE NeighborWorks®  NeighborWorks® Capitol One Organization to check proposed names for  (contains a trademarked name - ® trademark other than NeighborWorks - “Capitol One”) infringement and  NeighborWorks® Development legality. Corporation (may not be allowable because Check www.uspto.gov for “Corporation” is a legal term and trademarked names. cannot be used in a DBA name in some locations) Check with Secretary of State for legality.

® NeighborWorks Home NeighborWorks® One Resources Graphic rendering of the name should align with the brand visually.

Name is undesirable for  www.neighborworksofgreatersc local/district or www.nwcolumbus.org henectady.org other business www.nwpueblo.org  NeighborWorks® We’re Number reasons. One

4/6/2018