Frisbee Plastics, the original molder. After learning that he could produce his own disc more cheaply, in 1955 Morrison designed a new model, the Pluto Platter, the archetype of all modern flying discs. He sold the rights to Wham-O on January 23, 1957, and in 1958 Morrison was awarded U.S. Design Patent D183,626 for his product. In June 1957, Wham-O co-founders Richard Knerr and Arthur "Spud" Melin gave the disc the brand name "Frisbee" (pronounced "friz'-bee") after learning that Northeastern college students were calling the Pluto Platter by that term, which derived from the name of the Connecticut-based pie manufacturer, Frisbie
Alphanumeric brand names whole; whereas alignability is about whether the preferences for a product can be aligned with the numbers included in the brand names in an ascending or descending trend. Kara, Gunasti and Ross (2015) delineated the number and letter components of alphanumeric brands and observed that for new brand extensions firms can either change the letters or numbers of their parent brand names. Altering the number components of brand names (e.g., Audi A3 vs. A4 vs. A6 vs. A8) led to more favorable consumer reactions compared to changing the letter components (e.g., Mercedes C350 vs. E350 vs. S350). In a recent