Developing New Brand Names

Susannah Hart
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Susannah Hart: Interbrand

Chapter Chapter 4 in Brands, 1998, pp 34-45 from Palgrave Macmillan

Abstract: Abstract The brand name is arguably the most important element of the branding mix, because it is the one element you hope never to have to change. Packaging designs will be updated, advertising campaigns will change, even product formulations may alter. But the brand name will stay the same.

Keywords: Citrus Fruit; Trade Mark; Line Extension; Word Root; Packaging Design (search for similar items in EconPapers)
Date: 1998
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DOI: 10.1007/978-1-349-26070-6_4

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