What's in a name? For corporations, time and money

04/9/2012 | Advertising Age (tiered subscription model)

Kraft's naming of its spun-off snacks division Mondelez is raising eyebrows around the marketing world because of its lurid connotations in Russian. Analysts say overthinking of corporate names ignores the value of simple words that tell consumers what they need to know, but that's easier than it sounds when, for example, naming a Sara Lee division.

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