THE SELECTION OF FOOD BRAND NAMES
David Shipley
(University of Bradford Management Centre, UK)
Graham J. Hooley
(University of Bradford Management Centre, UK)
Simon Wallace
(Boulton and Paul plc Norwich, UK)
329
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.
Keywords
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
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited