He was right of course. A brand name must have meaning to its users, whether they be the owner, company employees, agents, suppliers, distributors and existing and potential customers. The world is more complex now, and brand names represent a massive risk that needs to be tested comprehensively. Rod Davies is principal of Orient Pacific Century , which specialises in market research in Asian markets. Market Research Graffitti is a regular column on issues of interest to the market research community.
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