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An Ounce of Name Evaluation Is Worth a Pound of Cure
by Talia Baruch, Nataly Kelly
August 20, 2012
August 20, 2012

 
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Summary
In March 2012, Nike launched a sneaker called the Black and Tan. There was just one problem. To use the words of the president of the Irish Lobby for Immigration Reform, the name of the shoe “would be the American equivalent of calling a sneaker ‘the Al Qaeda.’” Selecting a good product name becomes even more difficult when crossing language barriers. The good news for global marketers? Name evaluations are less expensive and time-consuming than you might think. This brief provides a set of simple guidelines for conducting a name evaluation process in order to prevent these embarrassing blunders.

Availability
  • Global Leaders
  • Technology Vendors

Pages: 4
 

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