The naming game
- Addison, New York, NY (United States)
Names are at the heart of brands. Once invested with meaning, they are unique in their ability to communicate that meaning efficiently. For many reasons, names have become a valuable and scarce commodity. The growth of the Internet, the explosion of new companies and products, the escalating cost of media, and a plain shortage of usable words have all made naming a serious and central concern in business today. The only way to identify a winner is through the application of rigorous criteria based on a clear and well-articulated brand positioning. It is a process you must go through from start to finish, whether you are devising a name for a new breakfast cereal or a century-old utility that must adapt its identity to the deregulated world.
- OSTI ID:
- 320849
- Journal Information:
- Electricity Journal, Vol. 11, Issue 9; Other Information: PBD: Nov 1998
- Country of Publication:
- United States
- Language:
- English
Similar Records
AVOID BECOMING A VICTIM OF COUNTERFEIT ITEMS
United States and the developing countries: cooperation or conflict in commodity policy