The Challenge of Choosing a Company Name

For Oreo, Cadbury and Ritz, a New Parent Company (New York Times)
Following a long needed break to catch up on a number of projects, we are back to posting about marketing issues that are making news.  We resume our posts by taking a look at the importance of developing good names.  As we note in our Product Decisions tutorial, selecting the name for products is a critical decision for nearly all firms.  Among other things, an effective product name is an important element in
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