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 personality of the brand; they proclaim the quality aQuantitative 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.