Developing New Brand Names
Palgrave Macmillan UK eBooksPublished 1 January 1992
John Murphy
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Abstract
The brand name performs a number of key roles: It identifies the product or service, and allows the consumer to specify, reject, or recommend brands. It communicates messages to the consumer. In this role the name can be either an overt communicator, for example, Draino or Sweet 'n' Low, or a subconscious communicator. It functions as a particular piece of legal property in which a manufacturer can sensibly invest and which through law is protected from competitive attack or trespass. Through time and use, a name can become a valuable asset.
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Social Sciences