Search

Topics

Western News

Featured

Beemer to Tarjay: Ivey researcher explores brand nicknames

Beemer to Tarjay: Ivey researcher explores brand nicknames

When Bloomingdale’s opened its first “Bloomie’s” store in 2021, it seemed like a natural evolution. After all, loyal customers had affectionately used the nickname for years. But new research suggests this marketing strategy – known as nickname branding  …