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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 .

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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
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