Descriptive or Distinctive Name?

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Introduction 


David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.

Show Notes

David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.

In this episode, we discuss all things brand related, in particular names. We covered:

  • Why intellectual property is not included in the training of brand managers
  • The importance of being clear on the definition of IP
  • The different perspective that IP brings to naming
  • Naming and whether descriptive names are a good choice
  • The role of intellectual property in building barriers to entry against competitors
  • Brand equity — three things it consists in