BUS502: Strategic Marketing

Watch this video to learn about important steps to creating a meaningful brand name. The speaker reviews these steps:

1. Selecting the type of name (seven categories of brand names are described).
2. Deciding what the name should communicate.
3. Making sure that the name is available for use.

Multiple examples are provided of great brand names and their meanings. For a descriptive brand name, American Airlines is used as an example. What does this brand name communicate to you? Consider if another type of brand name would have been more appropriate, and if so, why.