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| Topic: |
Business
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| Number of pages / Number of words: |
4 / 1074 |
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They considered over 100 names, including Botana, Hamaca, and La Playa. To make their final selection, they walked the streets of Los Angeles, asking people to position various possible names on a spectrum from cheap to expensive. They also asked people to say what “images†particular brand names brought to mind...
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They also asked people to say what “images†particular brand names brought to mind. After collecting over 200 opinions, they settled on the name Palapa Azul. When put together, the words “Palapa†(a palm umbrella found on warm Mexican beaches) and “Azul†(the Spanish word for blue) made people think of Mexico, fruit, food, and quality...
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General points of the essay
Why and under what conditions are people more likely to buy brand names rather than their generic counterparts?
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