Creating Brand Names: Strategic and International Considerations

Abstract

A brand name is the foundation of a brand’s image. Successful brands are often a copmpany’s most valuable assets. The substantial and ever increasing cost associated with new brand introductions has prompted companies to take great care in the creation and development of new brand names. Creating a new brand name is not an easy task. A brand name should appeal to the customer while at the same time clear trademark registration-two goals thai can be conflicting. The overabundance of brand names in the marketplace complicates this task even further. The increasing globalization represents still another challenge. Managers can either standardize brand names or adapt brands to fit local markets. Research on global versus local marketing strategies, however, has been slow to address the issue of international branding.