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What’s in a name?

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Lehman, KF and Byrom, JW (2007) What’s in a name? Marketing. pp. 62-63. ISSN 1447-2457

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Abstract

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.

Item Type: Article
Journal or Publication Title: Marketing
Page Range: pp. 62-63
ISSN: 1447-2457
Date Deposited: 11 May 2009 23:02
Last Modified: 18 Nov 2014 03:58
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