Everything You Need To Understand Name Development Research

Related Articles

There are 5 articles in our archive related to this topic.

It sells the product by itself

There are many considerations when choosing a product or service name, everything from how a name will translate internationally to associations the name may conjure in the minds of consumers. A comprehensive approach is required, and the author explores each of the steps required.

The name game

An overview of the ways qualitative research can help the name generation process. Tips are presented for dealing with pronunciation issues, winnowing the list of candidates, and testing the final list of most promising options.

What’s in a name? Plenty.

The authors argue for a formalized name-generation process, rather than a seat-of-the-pants approach, and make the case that consumer involvement in the process, via marketing research, will greatly improve the chances of developing a great name.

Testing product names

Name function tests aren’t really about names but the effect of the name on the consumer’s expectations of the product. This article—an excerpt from a chapter in the book Making Names—discusses using adjectival analysis to compare consumers’ expectations of a product with one name versus expectations of the same product with another name.

Guidelines for success

Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.

Recent Articles

Below are the 2 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

In Case You Missed It... December 2009

News and notes on marketing and research: Vegemite's name flop; the click-through measurement; Asda's consumer panel

In Case You Missed It... October 2009

News and notes on marketing and research: Tide Basic; Buick revamps brand image; track-happy consumers

Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

• Name Development

Conduct a detailed search of the entire Researcher SourceBook directory