Contemporary Marketing 16th Edition by Louis Boone,David Kurtz

Exercise 9

Brand names contribute enormously to consumers' perception of a brand. One writer has argued that alphanumeric brand names, such as the Toyota RAV4, Jaguar's XF-type sedan, the Xbox game console, and the GTI from Volkswagen, can translate more easily overseas than "real" names such as Golf, Jetta, and Escalade. What other advantages and disadvantages can you think of for each type of brand name? Do you think one type is preferable to the other? Why?