Tag Archives: product naming

Love at First Buy


Love at First Buy
by Elizabeth Hartsock

I-love-brandHave you ever fallen in love? How did it make you feel? Did you get butterflies or feel happy for no reason?  That was my experience. Continue reading

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A Drop in the Brand


The Utilization of Common Words
by Doug Rand

As the flavored water enhancers from Dasani were introduced to the market in the past few months in competition against Kraft’s MiODasani-Drops and some private label offerings, the name that was chosen was Dasani Drops.  Certainly the alliteration of the “Ds” was a consideration in the choice, but it did bring to remembrance other recent “drops” usages,” such as the round chocolate candies called Hershey’s Drops.  The utilization of a common usage English word for two distinct meanings in the food and beverage industry raises a question “How far can drops go?” Continue reading

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Acronyms & Initials: a blessing or a curse?


Acronyms & Initials: a blessing or a curse?
by Meredith Adams
acronyms-brand-name

If you had to name your top ten favorite brand names based solely on their name, what would your top ten be? Continue reading

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Lexus Goes Global


An In-Depth Look at the First Lexus Global Branding Campaign
by Holly Conner

lexusThe introduction of the first Lexus global branding campaign, “Amazing in Motion,” is a pleasant surprise. Lexus is already a very successful global brand as it is ranked among the 10 largest Japanese global brands in market value. Even though numbers are well below its German rivals BMW, Volkswagon and Mercedes-Benz, the Lexus brand had an 18% global sales increase. Pretty impressive with no global branding efforts to date…That being said, it’s well noted that Lexus is “seeing the light” as branding opportunities continue to present themselves overseas.

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