A rose is a rose is a rose

      The article on Strange Names draws attention to the strange names that small, entrepreneurial fashion firms adopt. Presumably, these names differentiate them from all the other fashion firms – with or without strange names – and give them some advantage in reaching consumers searching the web for fashion. As a Global Marketing Strategist, you need to be able to determine whether or not choices such as these names are really effective in building your global brand. So, please discuss this: Pick one of these strange names and tell us the message you get from that name and explain to us what exactly you think they are selling. Then look for them on the internet and tell us what they do sell. Based on your experience, would you say that using that name is a good idea? Looking at Figure 10-2, analyze the marketing communication efforts of the firm you have chosen. What do you think they were trying to communicate, what did you get from the message and where in that list of filters do you think things when well or poorly? Help your company by improving their advertising campaign. Should they change their name? Their website? What?