Naming brands: The name game

This article discusses the importance of brand names in communicating the brand identity, arguing that names can be inappropriate and detract from potential success.

Naming brands: The name game

Nikolas Contis Siegel+Gale

There are three main options when picking a brand name – descriptive, suggestive or fanciful – but it should always set the right expectations for the consumer, says Nikolas Contis of Siegel+Gale

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