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 personality of the brand; they proclaim the quality a

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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