RECENT CROSS‐CURRENTS IN BRAND NAME DEVELOPMENT—AND HOW TO COPE WITH THEM

Today's marketing executives face an increasingly difficult task in developing and selecting brand names that can contribute to the successful introduction of a new product. Of all the factors in the marketing mix, the product brand name is probably the least volatile, and that makes the choice of an effective one all the more important. Once the name is established, it is generally a given throughout the marketing effort. Several cross‐currents in today's market‐place make the name choice an even greater challenge these days.