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A rose by any other name… How and why do Australian car manufacturers name their products?
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Lehman, KF 2005
, 'A rose by any other name… How and why do Australian car manufacturers name their products?'
, Marketing
, pp. 32-33
.
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PDF
Marketing_10_05...pdf | Request a copy Full text restricted Available under University of Tasmania Standard License. |
Official URL: http://www.marketingmag.com.au/magazine/
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 |
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Authors/Creators: | Lehman, KF |
Journal or Publication Title: | Marketing |
ISSN: | 1447-2457 |
Item Statistics: | View statistics for this item |
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