Knowledge@wharton
What’s In a Name? Not Much Without a Branding Strategy
- Author: Vários
- Narrator: Vários
- Publisher: Podcast
- Duration: 0:08:54
- More information
Informações:
Synopsis
As businesses struggle to differentiate themselves in an increasingly crowded marketplace the challenge of choosing a company name looms large. How creative should a name be and what kind of image should it project? Knowledge at Wharton looked at some existing corporate names – old and new effective and not so effective – and asked marketing professors for their views of the corporate name game. See acast.com/privacy for privacy and opt-out information.