Brand Name

Slogans are a key element of a brand's identity, and contribute to a brand's equity. In today's marketplace, almost all brands employ slogans; they enhance a brand's image, aid in its recognition and recall, and help create brand differentiation in consumers' minds. While there is general consensus on the importance of the device itself, little agreement exists as to what constitutes a successful slogan. As such, although marketing managers use slogans extensively, they are often at a loss when it comes to creating them. In turn, this leads to ineffective use of slogans and, ultimately, the possibility of a surprisingly poor linkage between a brand and its slogan, even among the most well-known brands. To explore this phenomenon, we surveyed articles from a variety of academic streams related to slogans, and also looked at industry publications for relevant case studies. Based on our investigation, we propose in this article a series of guidelines for the strategy behind slogans, and on creation and utilization of effective slogans. In particular, our findings should be of use to business practitioners.

Romania has a pharmaceutical market of 5.47 billion lei (1,550 million Euro) in 2006, where the market for prescription drugs was about 4.58 billion lei, of which 80 percent are financed by health insurance. Government policies have been more liberal than in other countries in the region, allowing easy market access and access to funding with relatively high reimbursement rates for new drugs. This creates pressure on the financing system (health insurance), which has to absorb increasing drug costs at a rate beyond the growth rate of the overall economy. This report analyzes the current situation and makes suggestions how the system can be adjusted in order to maintain access to effective medicines for all - while considering the limited resources available in an economy that is still far behind the European Union (EU) average. This report outlines options for steps to address deficiencies identified by the Ministry of Public Health (MOPH) and other stakeholders. This report is stru...

Surprise gifts offer more business opportunities than gifts suggested by recipients, because a larger part of the selection and purchase processes can be molded, and such gifts are especially valued by recipients. Yet the extant gift-giving literature explicitly takes into account neither the giver's intention to surprise nor the consequences for the gift selection and purchase processes. The present study investigates surprise gifts from the giver's point of view and disentangles the selection and purchase processes of surprise gifts and gifts that are not meant as surprises. The hypotheses emerge as a consequence of the enhanced pleasure and experiential motivation underlying surprise gifts, as well as their greater inherent perceived risk. According to panel data, design and money-back guarantees are more important for the purchase of surprise gifts (compared with non-surprise gifts), whereas good deals appear less important, and brand name does not seem to matter any more than it does for gifts not intended as a surprise. Also, surprise gifts more often are bought on the spot than non-surprise gifts, without extended information search (similar to impulse purchases), by women alone, and for someone within the household. Finally, the giver usually has a poorer idea of what he or she wants to buy before entering the shop and visits fewer stores to purchase surprise gifts. However, the last three results apply only to appliances which often serve as gifts. These insights lead to significant managerial implications for retailers and manufacturers.

Objectives: US consumers spend more than $20 billion/year on overthe-counter (OTC) drugs. Although generic and brand name OTC drugs share the same active ingredients and undergo the same rigorous Food and Drug Administration approval process, brand name formulations continue to lead the OTC drug market with a higher market share. There is a limited amount of publicly available information regarding consumer perceptions and awareness about generic and brand name OTC drugs. The main objective of this research was to understand what factors influence US consumers to purchase generic versus brand name OTC drugs.

A behavioral process measure was used to investigate the contribution of strategic assets in determining customer perceptions of hotel room price in the Israeli hospitality industry. Participants estimated the market price of a single occupancy hotel room after acquiring information on competing hotels. The information available for the competing hotels were price, brand name, star rating, number of rooms, number of restaurants, location and pool size. Prior empirical studies employing a regression analysis on published market data reveal that star rating, brand name, location and number of rooms, are all assets that predict price. Participants selected relatively few information items, with price and star rating information most frequently selected. Brand information was selected more frequently when star information was absent than when it was present suggesting redundancy in the value of the two attributes for market price predictions. Importantly, the performance of middle level hotel managers' and hotel management university students was indistinguishable on most measures save for initial confidence in their price estimates. r

Blueberry plantations in Chile are oriented exclusively towards exports to northern hemisphere countries; however, this fruit has recently been introduced into the domestic market due to the increased supply and a fall in export market prices. Based on the previously mentioned, the objectives of the present study were to evaluate consumer preferences for 3 species of berries (blueberries, strawberries, and raspberries), sold loose (unpackaged) as opposed to packaged and branded, at different prices, in one of the principal blueberry producing areas of Chile; and to distinguish consumer segments by their preferences. To do this a survey was applied to 400 people in the Araucanía Region of southern Chile, who were responsible for purchasing fruit for their households. Conjoint analysis showed a preference for raspberries and strawberries over blueberries, packaged and branded, at the lowest price. Total of 2 principal segments were distinguished by cluster analysis: "price sensitive" (42.7%), who preferred strawberries, and "sensitive to species of berry" (47.5%), who preferred raspberries and strawberries. The segments presented different profiles in their demographic make-up and fruit consumption behavior. Strategies are discussed that might reverse the low acceptance of blueberries in the Chilean domestic market.

This series is produced by the Health, Nutrition, and Population Family (HNP) of the World Bank's Human Development Network (HDN). The papers in this series aim to provide a vehicle for publishing preliminary and unpolished results on HNP topics to encourage discussion and debate. The findings, interpretations, and conclusions expressed in this paper are entirely those of the author(s) and should not be attributed in any manner to the World Bank, to its affiliated organizations or to members of its Board of Executive Directors or the countries they represent. Citation and the use of material presented in this series should take into account this provisional character. Enquiries about the series and submissions should be made directly to the Editor,

This research study analyzes the effect of extrinsic product cues (store name, brand name, price) and customer service on restaurant image of Khyber Pakhtunkhwa (KPK), Pakistan. The self-administered questionnaire was distributed among the customers of six well known restaurants of two cities of KPK, Pakistan. The names of these two cities are Peshawar and Kohat. This research study uses regression and correlation techniques in order to analyze the relationship as well as effect between extrinsic product cues (store name, brand name, price) and customer service on restaurant image. The result of the study demonstrates that there is a significant positive impact of predictors on the response variable. The study recommends

about this series... This series is produced by the Health, Nutrition, and Population Family (HNP) of the World Bank’s Human Development Network. The papers in this series aim to provide a vehicle for publishing preliminary and unpolished results on HNP topics to encourage discussion and debate. The findings, interpretations, and conclusions expressed in this paper are entirely those of the author(s) and should not be attributed in any manner to the World Bank, to its affiliated organizations or to members of its Board of Executive Directors or the countries they represent. Citation and the use of material presented in this series should take into account this provisional character. For free copies of papers in this series please contact the individual authors whose name appears on the paper. Enquiries about the series and submissions should be made directly to

The main objectives of the study is to examine the impact of communication variables like controlled communications, uncontrolled communications and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method was adopted to collect data from the respondents. A total number of 100 questionnaires were distributed, and 93 completed (usable) questionnaires were considered for statistical analyses and research hypotheses testing. The researcher used statistical techniques like mean, standard deviation, correlation and regression analysis. The results of regression analysis are show that controlled communication and brand name are statistically and significantly associated to brand attitude. These results provided full support to research hypotheses 2 and 3. Uncontrolled communication failed to enter into the regression table which indicates that uncontrolled communication is not statistically and significantly associated to brand attitude. The resul...

Alan J. Dubinsky School of Consumer and Family Sciences, Purdue University, Matthews Hall, 812 West State Street, West Lafayette, IN 47907, USA Tel: +1 765/494 8305 Fax: +1 765/494 0869 e-mail: dubinsky@ purdue.edu ... Wen-yeh Huang is a PhD candidate in ...

What factors must be weighed when deciding whether to promote local manufacturing of pharmaceuticals in developing countries? Andreas Seiter's note summarizes pros, cons and key issues. Pharmaceuticals are essential in every health care system. The objective of pharmaceutical policy is to make sure that there is a reliable supply of good quality medicines at affordable prices. Local manufacturing is sometimes offered as a potential solution to the access problem. Supporters of this concept suggest that local production in a developing country should result in a cheaper final product. Skeptics argue that small manufacturing units don't achieve economies of scale, and that higher unit costs outweigh potential advantages such as lower transportation costs.

In a Cournot-Nash framework we study the possibility of cross-border brand name collaborations between two firms where superior brand enhances consumers' valuation for the product. We show that a firm owning a superior brand will license its name to a less reputed organization provided the licensee has already established its name to some extent. In other words, "collaborations" tend to take place between the "equals". We extend our analysis to show how a tariff on the reputed brand product affects the conditions for collaboration. We also determine the optimal tariff rate consistent with the host country's welfare maximization.

Finding measurable properties of commercial name that affect business performance directly is important for brand management. Product lifespan in the market could be a generalized measure of business success. Since the observation period is limited, it is not for all products that their lifespan is known. A statistical method of survival analysis allows the use of such data. This method was used for research of trade marks semantics (McClure 1995), TV programs titles (Khessina and Reis 2016) and service names (Baranov 2018). In this article, trade names of 244 allergological medications used in Russia (1995–2015) are considered. The relationships between the linguistic properties of the name and the drug lifetime in a reputable pharmaceutical directory are investigated. The correlations found are discussed in terms of brand functions (Round and Roper 2012). For the names studied, it was found in particular:
1. Names with unclear meaning (ex., Lomilan) survive better than names with clear meaning (ex., Analergin). We suppose that quality signaling brand function acts here: “scientific” drug names seem more trustful than “advertising” names.
2. One-word names survive better than names of several words. Among the one-word names, short names survive better than long ones. It could be manifestation of habitual brand function, that is convenience of name usage.
3. Names with initial plosives (k, p, t, g, b, d) survive better than names with other initial sounds. This fact expresses the identification brand function, due to initial plosives facilitate name recall and recognition (Vanden Bergh et al. 1984).
4. High proportion of front vowels (e, i) in the name increases its survival. This sound feature associate with smallness, lightness and quickness of the named item (Lowrey, Lerman and Luna 2008). We ascribe this effect to the risk reduction function of the brand.

Find the link to the research dataset in the body of the presentation.

Suppose you find the same username on different online services, what is the probability that these usernames refer to the same physical person? This work addresses what appears to be a fairly simple question, which has many implications for anonymity and privacy on the Internet. One possible way of estimating this probability would be to look at the public information associated to the two accounts and try to match them. However, for most services, these information are chosen by the users themselves and are often very heterogeneous, possibly false and difficult to collect. Furthermore, several web-sites do not disclose any additional public information about users apart from their usernames (e.g., discussion forums or Blog comments), nonetheless, they might contain sensitive information about users. This paper explores the possibility of linking users profiles only by looking at their usernames. The intuition is that the probability that two usernames refer to the same physical person strongly depends on the " entropy " of the username string itself. Our experiments, based on crawls of real web services, show that a significant portion of the users' profiles can be linked using their usernames. To the best of our knowledge, this is the first time that usernames are considered as a source of information when profiling users on the Internet. https://brandchecker.com.