How the letters X and Z affect the desirability of a brand name.
Tan, Ming Hui.
Yaw, Jennifer Shieh Yeen.
Date of Issue2004
College of Business (Nanyang Business School)
This study examines the effect of using the letters X and Z as the beginning letter of brand names, with insights for brand managers when determining the most suitiable letter to convey the desired image of the product.
Final Year Project (FYP)
Nanyang Technological University