Criteria for Brand Name Success

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Criteria for Brand Name Success
Marten van der Zee, Premium Member
A major part of developing a successful brand is to select the appropriate brand name or mark. Avlontitis and Papastathopoulou (2006) developed a list of guidelines associated with brand name success:
1. Use many vowels (e,a,u,i,o,y) for making pronunciation easier (example: IKEA)
2. Brand name must be preferably short (example: Fiat)
3. Brand names should not carry negative or offensive meanings (note that words have different meanings in different countries/languages)
4. Use artificial brand names (example: Apple)
5. Name could describe certain product characteristic...



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