Observations: Creating Effective Brand Names: A Study of the Naming Process
本文通过调查101家公司，描述了企业创建、评估和选择新品牌名称的过程，发现品牌名称对新产品成功至关重要，但管理者常因简化评估过程而损害客观性。
Brands with strong images are able to influence customers’ choices and command a premium in the marketplace. A brand name is the foundation of a brand’s image. While the image associated with a brand name can be built with advertising over time, brand managers realize that a carefully created and chosen name can bring inherent and immediate value to the brand. The process companies use to create, evaluate, and select new brand names is described in this paper. Results from a survey of 101 companies indicate that brand names are critical to the success of a new product; consumer and industrial goods companies place similar emphasis on the brand-naming task; and a detailed and systematic process is used in the creation of the brand names. Of concern, however, is that managers often compromise the objectivity of the task by shortcutting the evaluation process.