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Abstract

Most marketers would agree
that choosing the right
product or brand name is a
fundamentally important
decision. Generally, the
desirable qualities of a good product name are
that it's suggestive of the product's benefits and
qualities, easy to pronounce. recognise and
remember, distinctive and able to communicate
across cultures. These qualities are sought by
most branding experts and product naming
consultants. But car manufacturers, which produce
one of society's most visible ranges of
products, can sometimes ignore them.

Item Type:	Article
Authors/Creators:	Lehman, KF
Journal or Publication Title:	Marketing
ISSN:	1447-2457
Item Statistics:	View statistics for this item

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