How the letters X and Z affect the desirability of a brand name.

• Main Authors: Chen, Shiyun., Tan, Ming Hui., Yaw, Jennifer Shieh Yeen.
• Other Authors: Lam, Shun Yin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Product management
• Online Access: http://hdl.handle.net/10356/9208
• Institution: Nanyang Technological University

This study examines the effect of using the letters X and Z as the beginning letter of brand names, with insights for brand managers when determining the most suitiable letter to convey the desired image of the product.