THE SELECTION OF FOOD BRAND NAMES

Abstract

The key benefits resulting from the development of effective brand names by firms operating in fiercely competitive food markets are outlined and the paucity of relevant research is noted. This article provides a managerially applicable model of brand name development and presents findings on this subject recently gathered in a survey of food manufacturers.

Citation

Shipley, D., Hooley, G.J. and Wallace, S. (1988), "THE SELECTION OF FOOD BRAND NAMES", British Food Journal, Vol. 90 No. 1, pp. 15-19. https://doi.org/10.1108/eb011805