ny be fairly described as the market leader in the retail fashion segment of the industry. Thus, the J. C. Penney Company in the Southland Mall must persuade Houma Metropolitan Area residents that good reasons exist why they should shop for clothing at the local Penney's store, as opposed to traveling to either New Orleans or Baton Rouge to shop for clothing. The J. C. Penney store in the Southland Mall must use advertising effectively to effectively position itself in relation to the retail shopping areas in New Orleans and Baton Rouge.
In a society overloaded with information, however, a marketer still must find a way to reach the consumer. An element essential in such an effort is the product name. The name should be unique, informative, and easy to remember (Ries & Trout, 1993). The J. C. Penney name, while well established over the past century, is not as well recognized as an upscale fashion retailer (into which the company transformed itself in the early-1990s) as are such fashion retailers as Nieman-Marcus, No
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