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

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