Brand Naming Process in Malaysia Small and Medium Enterprise: A Need Assessment Analyses

A name is among the most important identity for a brand, apart from its logo and symbol. Previous researchers proven that good properly chosen naming process will indeed give impact to brand. Through literature reviews, by Kohli LaBahn (1997) detailed systematic model produced look into certain brand in United States. What has been done local companies especially SME category producing suitable become one of questions. Therefore, determining accurate way apply as well need modifying model, specialist assessment was made see research needs this problem. This working paper, reports discusses findings interviews with five (5) experts who are lecturers several fields; marketing, organization founder, directors organizations. Results had shown there carry out addressing issue. Recommendations future also discussed order ensure quality brands at international level.