Compare and contrast the different ways in which new brand names are created and provide an example of each
What will be an ideal response?
(1 ) Functional names — functional names are purely descriptive of what a product or company is or does. E-trade, International Business Machines (IBM), and Digital Equipment are examples of functional or descriptive names.
(2 ) Invented names — there are two kinds of invented names: those that are built from root words and morphemes and those that are poetic constructions based on the rhythm or experience of saying them. Agilent and Alliant are invented company names from roots that mean "agile" and "ally." Poetically created brand names include Oreo, Kleenex, Snapple, and Google.
(3 ) Experiential names — company or brand names that create a direct connection to something real and that can be associated with a direct experience. Examples include Explorer or Navigator for web portals, and Callaway Big Bertha golf clubs.
(4 ) Evocative names — brand names that evoke a positive attribute or a feeling. Examples include Yahoo, Apple computers, and Virgin Airlines.
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What will be an ideal response?