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A car by any other name

Lehman, KF 2007 , A car by any other name , News Limited; The Australian, Sydney.

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Car-makers spend up to $US 250,000 ($323,000)devising new names for new models, but they needn't bother. Many buyers say that although they might dislike a car's name, they will still buy the car if it is good enough. Research by University of Tasmania marketing academic Kim Lehman has exposed some of the secrets of the name game.

Item Type: Other
Authors/Creators:Lehman, KF
Publisher: News Limited; The Australian
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© 2007 News Limited

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