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. ................
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