Finding Innovative Ways to Play the Name Game

Just as nature abhors a vacuum, organizations hate missing an opportunity to leverage their assets. It is an instinct that has led many to consider whether they can get more out of their names – that is to create corporate brands in addition to their product brands.

The question is particularly relevant for companies in the consumer-goods industry, which typically market their wares under a variety of different names such as Kasapreko’s Alomo Bitters, Unilever’s Dove soap or Nestlé’s Maggi Mixpy.