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Article: Brand name 'extensions' give you more impact.(The Grayson Report)
- Article from:
- Household & Personal Products Industry
- Article date:
- May 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Rodman Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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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 Chapstick], was unable to build a line with other cosmetic products because of the lip-only name. ...
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Article: Jo Anne ready for big run
The Press;
February 1, 2002 ;
584 words
... ... will centre on the return of world record holder Jo Anne at Addington tonight. Jo Anne takes on a handy field, including northern visitors ... Roydon Lodge Hambletonian Classic at Ashburton. Jo Anne entered the world record books with her 2:01 ...
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