A name is among the most important identity for a brand, apart from its logo and symbol. Previous researchers proven that a good and properly chosen naming process will indeed give impact to a brand. Through literature reviews, the naming process by Kohli and LaBahn (1997) is a detailed and systematic model that is produced to look into the naming process for a certain brand in the United States. What has been done by the local companies especially in the SME category in producing a suitable name has become one of the questions. Therefore, in determining the most accurate way to apply the Kohli and LaBahn (1997) model as well as the need of modifying the model, a specialist assessment was made to see the research needs for this problem. This working paper, reports and discusses the findings from interviews with five (5) experts who are the lecturers from several fields; marketing, organization founder, and directors of organizations. Results had shown that there are needs to carry out research in addressing the issue. Recommendations for future researchers are also discussed in order to ensure the quality of local brands at international level.
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