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| Author: | Roberts, C. J. McDonald, G. M. |
| Title: | Alernative naming strategies: family versus individual brand names. |
| Journal: | Management Decision
1989 : VOL. 27:6, p. 31-37 |
| Index terms: | BRAND NAMES CONSUMER CHOICE PRODUCT DEVELOPMENT |
| Language: | eng |
| Abstract: | Increased competition in the consumer goods marketplace has resulted in too many brands chasing too few customers. Alternative naming strategies are described and analyzed. It is suggested that the economic advantages of family naming may be illusory in the short and medium term and that as a general rule the level of success of a new brand is much more dependent on marketing supports such as promotion and distribution than on the name per se. However, it is possible that family names provide greater staying power, by offering additional long term values. Recommendations are drawn from current literature and the experience of marketers with a view to determining those circumstances that may influence the formulation of a naming policy. |
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