Tokens can go off of fields that are already available that pull from the person's record.
Local tokens which are for the specific program. We set them up by decided what they are named and then they show up as my."field name" and then can clone the program from a template in the future.
Tokens off of fields are also available and show up as campain."field name", company."field name", lead."field name" etc.
My Tokens will only be seen at the Program level.
I agree that you should design the Program and Folder Tokens to have a consistent naming scheme. Just pick one and use it.
Oh i see so if I have each program with the Tokens named tollfree when I select Program 1, I will only see tollfree and not 3 tollfree tokens?
This should be true as long as the Tokens live at the program level. If you have Tokens set up at Folder level, any programs in that folder will inherit the tokens.
I use Folder tokens at regional folder level for email footer info. Potentially you could do the same with your brands, but it all depends on what works best for your structure.
I like to have mine very consistent so they group together. I also like to go Most General to Most Specific in terms of naming.