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What's in a name?

journal contribution
posted on 2023-05-26, 10:45 authored by Kim Lehman, Byrom, JW
The selection of a brand name for a new product is frequently considered to be one of the most important aspects of that product's marketing campaign. Marketing managers know that a brand name can serve as the foundation of a brand's image and, while the image associated with a brand can be built by advertising over time, a carefully chosen name can bring inherent and immediate value to the brand.

History

Publication title

Marketing

Pagination

62-63

ISSN

1447-2457

Publication status

  • Published

Repository Status

  • Restricted

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