What's in a name?
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 peQuantitative 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.