RECENT CROSS‐CURRENTS IN BRAND NAME DEVELOPMENT—AND HOW TO COPE WITH THEM
Abstract
Today's marketing executives face an increasingly difficult task in developing and selecting brand names that can contribute to the successful introduction of a new product. Of all the factors in the marketing mix, the product brand name is probably the least volatile, and that makes the choice of an effective one all the more important. Once the name is established, it is generally a given throughout the marketing effort. Several cross‐currents in today's market‐place make the name choice an even greater challenge these days.
Citation
Lefkowith, E.F. and Moldenhauer, C.A. (1985), "RECENT CROSS‐CURRENTS IN BRAND NAME DEVELOPMENT—AND HOW TO COPE WITH THEM", Journal of Consumer Marketing, Vol. 2 No. 2, pp. 73-77. https://doi.org/10.1108/eb008126
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited