IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-349-12628-6_8.html
   My bibliography  Save this book chapter

Developing New Brand Names

In: Branding: A Key Marketing Tool

Author

Listed:
  • John M. Murphy

Abstract

The brand name performs a number of key roles: It identifies the product or service, and allows the consumer to specify, reject, or recommend brands. It communicates messages to the consumer. In this role the name can be either an overt communicator, for example, Draino or Sweet ‘n’ Low, or a subconscious communicator. It functions as a particular piece of legal property in which a manufacturer can sensibly invest and which through law is protected from competitive attack or trespass. Through time and use, a name can become a valuable asset.

Suggested Citation

  • John M. Murphy, 1992. "Developing New Brand Names," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, edition 0, chapter 8, pages 86-97, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-12628-6_8
    DOI: 10.1007/978-1-349-12628-6_8
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-1-349-12628-6_8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.