Answers Activity 77


How to choose
a brand name


International companies are finding it important to develop brand


names that can be used in a wide range of countries. A product with a single

recognised name can lead to major in production and promotion



costs – especially now that world advertising is a in such


contexts as major sporting events.

It is said that more time is spent deciding the name of a product


than on its . Thousands of possible names may need to be


investigated to find one that is internationally .


Often companies end up with a name that is for legal or linguistic


reasons. For example, a word may be unpronounceable in some languages;

and there is always the danger of the name being the same as a word which

is either or taboo.



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