Selecting a name for a brand demands the same care and attention as choosing a name for a child. Just as parents wouldn't dream of calling their child "X" because the name has no personality, companies wouldn't call their brand "X" because it doesn't convey a distinct product identity. Even so, many companies seem to underestimate the importance of nomenclature, as demonstrated by the increasing number of sound-alike brand names. For example, the suffix "choice" has become almost as common ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Why Register for FREE?
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.