search query: @author LaBahn, D. W. / total: 1
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| Author: | Kohli, C. LaBahn, D. W. |
| Title: | Observations: Creating effective brand names: A study of the naming process |
| Journal: | Journal of Advertising Research
1997 : JAN-FEB, VOL. 37:1, p. 67-75 |
| Index terms: | BRAND NAMES IMAGE PRODUCT DEVELOPMENT |
| Language: | eng |
| Abstract: | Creation of appropriate brand is considered very important. Most marketing managers feel that brand names on their own, without any advertising support, can influence sales. Brand names are rated to be significantly more important in influencing the success of the product than packaging or inducing trial. This view is held by consumer and industrial companies who believe that the brand-name creation task is critical to the success of new products. Though companies were emphatic about the importance of the brand names, they often compromised the evaluation task. The result suggest that brand naming does not receive the attention it deserves. |
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