Case of Branding: North Avenue

Abstract

Branding and selecting a proper brand name is one of the major tasks after business plan and retail concept is ready. The case discusses North Avenue’s brand name selection process for its proposed retail electronics chain. It narrates the various processes the selected task force went through at every stage of planning. Right from the formation of the name selection task force, involvement of top design firm, IDF and local advertising firm LAF to consumer dipstick done by AC Neilson.