Brand name 'extensions' give you more impact.(The Grayson Report)

Household & Personal Products Industry | May 1, 2005| | Copyright

VERY FEW BRAND names communicate their benefit (real) and/or positioning (emotional). Readers of this column know that when it comes to starting anew with a brand, (or product within a brand), the best name you can have does indeed project one or both. All too few classics come to mind to make the point: Clinique, Cover Girl, Origins and Neutrogena. (Note: Sometimes a name which is too specific may prove to be a limiting factor as time goes on. For example, a product-specific name is difficult to expand into a line; witness Lip Quencher, a great success in the 70's [out of ...

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