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Making the case for a new brand name
被引：3
作者：
Rob Osler
机构：
[1] Client Managing Director,
[2] Landor Associates Klamath House,undefined
关键词：
brand;
valuation;
equity;
electronic;
management;
e-branding;
e-tailing;
management;
international;
Internet;
marketing;
measurement;
personality;
consumers;
advertising;
fast moving;
consumer goods;
FMCG;
brand-building;
strategy;
D O I：
10.1057/palgrave.bm.2540206
中图分类号：
学科分类号：
摘要：
Too often, organisations respond to new offerings—be they products, services, stock-keeping units (SKUs), features, flavours, programmes or the like—with the unquestioning and reflexive action of naming the new offering with a unique, proprietary name. Over time, this approach creates a proliferation of names that can easily result in an unwieldy catalogue of proprietary names. These names become increasingly difficult to manage, let alone convey to the marketplace with relevance and clarity. This paper provides the would-be namer with questions and criteria that will help determine whether any new offering truly does warrant a new brand name.
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页码：81 / 91
页数：10
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