READINGS TEST 2NamingPg. 345-347: what makes a good name?•General guidelines when namingoWhat is the brands role or purpose?If brand is to aid in positioning, choose a brand name with meaningIf for identification, a neologism (made up word) will workoWill this product be a bridgehead to a line of products?Is yes, choose carefully so not to be a limitation to the futureoDo you expect a long term position in the market?If no, a dramatic, novelty name may be usefuloIs the name irritating or insulting to any market segment?
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brand naming decision, adequately creating customer, long term position, wrong comfort level