IE Business School has recently launched the Marketing Mix Implementation Specialization. If you haven’t already checked out the first course in this series, Brand and Product Management, here we provide you with an excerpt of one of the videos, so you can see what you are missing.

“You might ask yourself, why do I need a process for generating a name? In our years of experience, this is a field where everybody wants to participate. And they feel that you only require creativity to do it successfully. In reality it is a bit more complicated, because there are many variables involved such as language barriers, website availability, trademarks… The process we have developed begins with a selection of the criteria for key success attributes for your name. Some of these criteria can be - is it descriptive of what your business does or does it evoke what your brand promises? Does it provide a reference to the unique product or service you offer? Is it easy to pronounce and spell by your target customers? Remember, if you're a startup, you won't have the luxury of a big budget for creating awareness. Is it…”

To continue this, and other lectures, go to www.coursera.org/ie