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International companies are finding it
important to
develop brand |
INCREASE |
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names that can be used in a wide range of countries. A product with
a single |
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recognised name can lead to major
in production and promotion |
SAVE |
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costs – especially now that world advertising is a
in such |
REAL |
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contexts as
major sporting events. |
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It is said that more time is
spent deciding the name of a product |
ACTUAL |
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than
on its
. Thousands of possible names may need to be |
DEVELOP |
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investigated to
find one that is internationally
. |
ACCEPT |
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Often companies end up with a name that is
for legal or linguistic |
USE |
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reasons. For example, a word may be
unpronounceable in
some languages; |
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and there is always the danger of the name being the same as a word
which |
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is
either
or taboo. |
RELEVANT |
