What’s In a Name? Not Much Without a Branding Strategy

As businesses struggle to differentiate themselves in an increasingly crowded marketplace the challenge of choosing a company name looms large. How creative should a name be and what kind of image should it project? Knowledge at Wharton looked at some existing corporate names – old and new effective and not so effective – and asked marketing professors for their views of the corporate name game. Hosted on Acast. See acast.com/privacy for more information.