What’s in a name?

Jon Montgomery, a partner at Hudson Group New York, and Michael Lieberman, president of Multivariate Solutions, ague that quantitative evaluation is an essential component in the brand naming process.

What's in a name?

Jon Montgomery and Michael Lieberman

It all starts with a name. Just as each of us has a name at the core of our individual sense of identity, so brands have names as the basis of their visual and verbal identities. Names project the pe

Quantitative evaluation is an essential component of naming. Management can learn a great deal about how their target audiences may react to new names being considered. The evaluation process objectifies what too often is a gut-feeling call when companies develop new names and choose a name based on more subjective inputs.

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