File(s) under permanent embargo
A rose by any other name... How and why do Australian car manufacturers name their products?
journal contributionposted on 2023-05-26, 10:44 authored by Kim Lehman
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.