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.

【書誌情報】

ページ数：3ページ

サイズ：A4

商品番号：HBSP-F1105C

発行日：2011/5/1

登録日：2012/3/28