Question $4$

$(25$ Marks$)$

Coming up with a brand name is a rigorous exercise. Organisations spend time and money before they can settle on a specific brand name.

$4\mathrm{.}1$ With the foregoing statement in mind, appraise five $(5)$ key brand$-$name selection considerations to be able

$(13$

to judge if UNIQ was a well thought out name.

Marks$)$

$4\mathrm{.}2$ International brands seem to possess similar characteristics. Discuss six $(6)$ characteristics of a good

brand name with reference to UNIQ.

Marks$)$