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News Excerpts #1
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Quirks
Marketing Research Review
Cover story article
Insights into Name Research by John Hoeppner helps
the reader understand how to integrate name research
into your organization's marketing strategy.
"The goal of effective name
research is to choose a product name that reflects and
fits the customer's needs so precisely that the name
sells the product."
more>
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Food for Thought
By Becky Ebenkamp
If advertising weren't taken into account, Americans would
probably rate brands with their stomachs. According to a poll of
2,600 consumers by NameQuest Inc., 17 of the top 20 most-favored
brands in the U.S. are popular food products.
While the 130 brand names included in the NameQuest survey were
based on 2002 advertising outlays, they were rated on factors like
trust, quality and their ability to build relationships, which the
research firm said were more potent than advertising spending in
contributing to consumers' brand preferences. The research also
found no correlation between preference and ad spending.
INVESTOR'S BUSINESS DAILY
Financial and Business News
They Know It, But Don't Love It - Michael Krey
People don't love phone service providers. At least, they don't
love the brand names AT&T, Verizon, Cingular and Sprint. "The
telecommunications brand category is a business that is in
relationship turmoil." Said NameQuest President John Hoeppner. He
says the industry has had too many "disruptive" events, such as
mergers and acquisitions, disappointing earnings, bankruptcies and
accounting scandals.
"From a branding perspective, it's obvious that the relationship
between the provider and customer is strained," he said. Hoeppner
says the survey showed that the level of brand love isn't
necessarily in keeping with the amount spent on advertising.
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