摘要：This research was aimed at examining and evaluating a new brand name of powder detergent product,Surf. The evaluation was based on five categories of good brand name consisting of memorability,uniqueness,pronounceability,image,and consistency with overall corporate branding strategy. The questionnaire used the above five categories combined with Chiranjeev Kohli’s criteria.
关键词：brand name;memorability;uniqueness;pronounceability;image;consistency with overall corporate branding strategy
