Strategically Desirable Brand Name Characteristics

STRATEGICALLY DESIRABLE BRAND NAME CHARACTERISTICS in the marketing literature.5, 15, 23 In fact, some consider this the single most important characĀ­ teristic because of memory, legal, and brand positioning advantages.5 Examples of distincĀ­ tive brand names often cited are Apple, Mustang, Xerox, Kodak, and Exxon. ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download