Creating effective abbreviations for brand names.

• Main Authors: Tan, Sheila., Xie, Shelia Shuxian., Wee, Pei Wei.
• Other Authors: Lam, Shun Yin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising::Product
• Online Access: http://hdl.handle.net/10356/10315
• Institution: Nanyang Technological University

The purpose of this report is to explore three methods of creating effective abbreviated brand names and what properties should an effective abbreviated brand name have. The three methods are (1) truncation, (2) contraction and (3) including of vowels. Specifically, this report examines whether a...