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READINGS TEST 2 - naming

READINGS TEST 2 - naming - READINGS TEST 2 Naming Pg...

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READINGS TEST 2 Naming Pg. 345-347: what makes a good name? General guidelines when naming o What is the brands role or purpose? If brand is to aid in positioning, choose a brand name with meaning If for identification, a neologism (made up word) will work o Will this product be a bridgehead to a line of products? Is yes, choose carefully so not to be a limitation to the future o Do you expect a long term position in the market? If no, a dramatic, novelty name may be useful o Is the name irritating or insulting to any market segment?
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