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1. Easy for customers to say, spell ,recall, pronounce, easily identified and memorized. E.g. Omo
2. It should be extendable e.g. Toyota family vehicles
3. Indicate product’s major benefits i.e. it should give an idea about product’s qualities and benefits
4. Should be distinctive/ unique eg. Kodak, Mustang etc
5. Compatible with all products in the product line or product portfolio
6. Used and recognized in all media
7. Single and multiple word such as BIC , Dodge "Grand Caravan, IBM PC (letters), or a combination Mazda RX7
8. Availability of the name
9. Use words of no meaning to avoid negative connotation, Kodak, Exxon
10. Can be created internally by the organization or by consultancy
11. Legal restrictions, i.e. Food products must adhere to the Nutrition Labeling
12. It should be capable of legal protection and registration
13. It should not portray bad/wrong meanings/ connotations in other categories. (For instance NOVA is a poor name for a car to be sold in Spanish country, because in Spanish it means “doesn’t go”).
Lellah answered the question on November 5, 2021 at 11:36
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