EPISODE · Jul 17, 2002 · 8 MIN
What’s In a Name? Not Much Without a Branding Strategy
from Knowledge at Wharton
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.
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What’s In a Name? Not Much Without a Branding Strategy
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