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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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PDF
Marketing_09_07...pdf | Request a copy Full text restricted Available under University of Tasmania Standard License. |
Official URL: http://www.marketingmag.com.au/magazine/
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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