You are the general manager of the Red and White wine division of Wine Folly Inc. Your company has developed a new wine version. In taste tests, your target consumers

You are the general manager of the Red and White wine division of Wine Folly Inc. Your company has developed a new wine version. In taste tests, your target consumers – males and females aged 25 to 50 – say that they love the drink, which they find has a brilliant look, astringent taste and more aromatic than other wines. Pasvavin george, Wine Folly’s president of marketing, believes the drink will be a best-seller – if you can come up with a strong brand name that will stand out from the crowd, grab the imagination of its consumers, and catch the unique character of the drink. At his request, you and your marketing team have come up with three candidates: “Ok Vino”, “Naked Grape!”, and “Red Lips”. A survey of 2,000 target consumers, conducted in January by Market Research Inc., shows the following preferences: Males                       Females Age 24-49              Age 24-49 Ok Vino                                            20%                         20% Naked Grape!                                      40                         60 Red Lips                                             50                          30 (Half your target consumers are men, and half are women.) Your lawyers, David, Solomons & Partners, have given you a preliminary opinion that none of these names will infringe on any existing trademarks, but caution that an extensive trademark search must be done before Wine Folly can register and use any of the names.

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