| Author: | Chajet, C. |
| Title: | The benefits of strategic naming |
| Journal: | Journal of Business Strategy
1991 : SEP-OCT, VOL. 12:5, p.61-64 |
| Index terms: | STRATEGIC MANAGEMENT BRAND NAMES CUSTOMERS CORPORATE IMAGE ORGANIZATIONAL GOALS |
| Language: | eng |
| Abstract: | One key component that is usually either overlocked or considered too late in the development cycle is the strategic process of creating names and then using names to underspin an overarching strategy. Besides the traditional goals, today's names and naming systems have an important mission. They must leapfrog all others, capturing both the customer's focus and increasingly by what they represent, the customer's loyalty. Names do have an important role in fulfilling a corporation's goals. This is illustrated by some companies' examples. |
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