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Brand image of company names matters in ways that can't be ignored

Herbert Jack Rotfeld (Department of Marketing, Auburn University, Auburn, Alabama, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 18 April 2008




This paper seeks to discuss the conceptual problems of family brands, and how conflict of images can work to the detriment of the entire line.


Case examples are presented of a few brands that keep different “levels” of product quality apart by different brand labels contrasting with one company that decided to make it all one name.


Companies often worry more about generating a well‐known brand than about what the brand means to consumers.

Practical implications

Consumers can discern the value of related brands of hotels or cell phones or internet service belonging to the same company even if they have different names built around distinct images in each category.


Names matter beyond simplistic managerial thinking of brand name awareness.



Rotfeld, H.J. (2008), "Brand image of company names matters in ways that can't be ignored", Journal of Product & Brand Management, Vol. 17 No. 2, pp. 121-122.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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