Business Services Industry
Pitfalls haunt branding game.
Australasian Business Intelligence, April, 2006
Byline: Claire Heaney
Apr 26, 2006 (Herald Sun - ABIX via COMTEX) -- Australians who establish new businesses are advised to take a number of factors into account when settling on a business name. Stephen Downes, of RMIT University, says it is essential that a name is distinctive from those of an enterprises' competitors. In addition, brand names should be memorable and easy to understand by all. He suggests that people avoid selecting a name that is too quirky or that may not appeal to a broad range of consumers. Downes also recommends that a name not be too descriptive, in case the business needs to expand into other areas as it grows.
Publication Date: 27 April 2006
RMIT UNIVERSITY
ROYAL MELBOURNE INSTITUTE OF TECHNOLOGY...
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