The case presents the attempt by a company to select a suitable brand name for a new brand of beer through a systematic research procedure. The research first identifies the product attributes and various associations of the consumer with beer, and through a formal ranking procedure generates a large number of likely names that could be used. In the second stage of the research, a variety of tests based on measures like meaningfulness, fittingness and recall were administered to the respondents to come up with a select list of names that could be used by the company. The case incorporates data on various names tested, and results of the tests.