A corporation by any other name …?

The best corporate names are short, distinctive, and futuristic. They rarely contain geographical or product references, nor acronyms. Futuristic names or coined words can earn the value of longevity, which is the key to name recognition. United Communications's adoption of 'Sprint' i...

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Bibliographic Details
Published in:Business horizons 1995-11, Vol.38 (6), p.29-33
Main Authors: Kohli, Chiranjeev, Hemnes, Thomas M.
Format: Article
Language:English
Subjects:
Analysis
Business enterprises
Business names
Corporate identity
Corporate image
Corporate names
Name changes
Public relations
Social aspects
Trademarks
United States
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Description
Summary:The best corporate names are short, distinctive, and futuristic. They rarely contain geographical or product references, nor acronyms. Futuristic names or coined words can earn the value of longevity, which is the key to name recognition. United Communications's adoption of 'Sprint' is a good example.
ISSN:0007-6813
1873-6068
DOI:10.1016/0007-6813(95)90084-5