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Considers psychological, linguistic and marketing aspects of brandname characteristics. Presents the inherent brand name characteristicswhich lead to memorable names that support the desired product image.Concludes that brand names should be simple, distinctive, meaningful,emotional, make use of morphemes, phonemes, alliteration, consonance,and should make a sound associate of product class, as well as beinglegally protectable a wellplanned brand name will require lessmarketing money to achieve recall and image targets.
Journal of Consumer Marketing – Emerald Publishing
Published: Apr 1, 1989
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