Chapter 7, Question 15
The Hearts on Fire Diamond: First off, this is a dumb idea. If you need a proportion scope to see it, why would you buy it? I am already tainted.
To answer the question, I would shorten the name to Hearts. Hearts on Fire is too long, and it is really cheesy. Diamonds are not supposed to be a Soap Opera (Hearts on Fire sounds like a really bad TV show). IF I were to sell this product, I would just call it Hearts.
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Brand naming is a most difficult task. It seems like the best ideas come fast, and the longer it takes, the less successful the name. Or so my experience suggests.
The four requirements of good brand names are: (1) distinguish the brand from competitive offerings,(2) describe the brand and its attributes or benefits,
(3) achieve compatibility with a brand’s desired image and with its product design or packaging, and
4) be memorable and easy to pronounce.
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