File(s) under permanent embargo
What's in a name?
journal contributionposted on 2023-05-26, 10:45 authored by Kim Lehman, Byrom, JW
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.