|
Article
| Harvard Business Review
|
May 2011
The Best Way to Name Your Product 2.0
by
Marco Bertini, John Gourville and E. Ofek
|
Abstract
Although there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a name, often adding a sequential indicator (PlayStation 2, PlayStation 3), or they can come up with an entirely new name (Nintendo's Wii). Three questions managers should consider when deciding whether brand-name continuation or brand-name change is the best way to go for their next-generation product.
Keywords: Research;
Product Development;
Managerial Roles;
Brands and Branding;