DISCUSSION QUESTIONS FOR NAMING THE EDSEL CASE

1. Is the choice of brand name significant? Why or why not? What is the role of the brand name? 2. What makes for a good brand name? A bad brand name? 3. What different kinds of brand names are there? Is one type inherently better than another? 4. What key choices and trade-offs must the managers make in selecting a brand name? 5. Do you agree with the notion that brand name was the cause of Edsel failure? If yes, why? 6. What were the key mistakes in developing and selecting Edsel name? 7. If you were the head of Special Products Division, how would you have selected the brand name? 8. What options do managers have for name generation? 9. What options do managers have for name evaluation?