File(s) under permanent embargo
What's in a name?
journal contribution
posted on 2023-05-26, 10:45 authored by Kim Lehman, Byrom, JWThe 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.
History
Publication title
MarketingPagination
62-63ISSN
1447-2457Publication status
- Published
Repository Status
- Restricted