Would Lindsay Lohan be more popular if she changed her name to Oprah? Or would things be even worse if she opted to go by Osama, instead?
Just how important is a name in obtaining acceptance and avoiding failure?
According to a new study by CNW Marketing Research, a name is vital, and to prove the point, CNW did some moniker-switching to learn whether consumers held a vehicle in high or low regard based on its brand name.
It held a variety of consumer clinics using the Chevy Cobalt and Scion xB as examples. In addition to showing the cars with their true names, it switched badges to see what, if any effect, brands had on consumer perceptions about quality and reliability and if the name had any impact on whether they held the car in high or low esteem.
The conclusion: name matters.