Brand Management: Brand Naming Challenges in the New Millennium

Once the nearly exclusive province of the consumer packaged goods industry, branding is becoming more important to products of every type, from every industry. Just think about the tremendous number of new brands introduced since the 1990. We've become familiar with new car model names (PT Cruiser), new software (Windows XP), new Web sites (Google), new magazines (Darwin), new airlines (JetBlue), new drugs (Xigris), new cable/TV stations (Animal Planet).