search query: @indexterm Brand names / total: 212
reference: 104 / 212
| Author: | Latour, S. |
| Title: | Der treffende Name: ein strategischer Faktor fur den internationalen Erfolg (The right name: a strategic factor for international success) |
| Journal: | Markenartikel
1992 : NR. 4, p. 140-145 |
| Index terms: | BRAND NAMES |
| Language: | ger |
| Abstract: | The competition on the market of brand names is stiffening. It is increasingly difficult to find a name which is appropriate and not occupied. Brand names serve a double objective: to identify a brand and to differentiate it from others. Psychology and the knowledge of culture might assist those who want to select successful brand names. |
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