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Home > Knowledge at Wharton > What’s In a Name? Not Much Without a Branding Strategy
Podcast: Knowledge at Wharton
Episode:

What’s In a Name? Not Much Without a Branding Strategy
Category: Business
Duration: 00:08:54
Publish Date: 2002-07-17 00:00:00
Description: As businesses struggle to differentiate themselves in an increasingly crowded marketplace the challenge of choosing a company name looms large. How creative should a name be and what kind of image should it project? Knowledge at Wharton looked at some existing corporate names – old and new effective and not so effective – and asked marketing professors for their views of the corporate name game.

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