Marketing educators often find branding is a compelling subject to discuss with their students. What can make it especially interesting is by asking the question: “What comes to your mind when you hear the word Brand X?” This can elicit lots of student comments, which can eventually lead to discussing how marketers come up with brand names.
To add value to such a discussion, check out this story from Adweek. Not only does it offer background on the brand naming for Yahoo, it also discusses a recent brand research company’s report that identifies top brands across many categories. What is most interesting is how the Adweek story points to similarities in brand names, especially regarding the first letter used in the name.
Also, to add additional value to this topic, check out this story from Knowledge@Wharton that discuss how nations try to use branding to promote their country.
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