Have the brand name clearly indicate what the product is or, Operation Management

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Have the brand name clearly indicate what the product is or

Naming brands

One choice that we have to make for a new brand is choosing the brand name. Generally, there are 2 options for naming a new brand:

1) have the brand name clearly indicate what the product is, or what the brand stands for (e.g., Pizza Hut, Lean Cuisine, Foot Locker, etc).

2) have an uninformative name (BMW, Amazon, Nestle, etc.)

How do we choose? What are some advantages/disadvantages for each option?

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