Qualitative name research for Project Certain

Date of publication: March 1, 1976


Elida Gibbs wishes to develop a suitable name for its proposed new sanitary towel. The general term 'name' has two specific and possibly interdependent components:

1. The manufacturer's name;

2. The brand name. 

The specific objectives of the research therefore were:

1. To assess the suitability of Pears as a name for a manufacturer of sanitary towels;

2. To gauge the extent to which the association of the Pears name with sanitary protection - either as a manufacturer's or a brand name - would be dissonant with or adversely affect the performance of existing Peers products;

3. To evaluate a series of names as possible brand names for sanitary towels. 

CRAM/Peter Cooper Archive


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