Your Product Name: Fame or Shame?
- Topics:
- Brand Management,
- Brand Strategy
- Source:
- brandchannel
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Overview: A company often christens itself and then applies the same name to its first product or product line. But once in a great branding while, a product is so successful, it becomes the new moniker for the entire company. When a product name becomes more valuable than the corporate name is it time to switch? This article points out that choosing to re-name a corporate brand from a portfolio of existing brands requires the same benchmark process as creating a brand new name.
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Format: HTML | Date: Jul 2004 | Pages: 7
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