Walter Frederick Morrison disc more cheaply. In 1955, he and Lu designed the Pluto Platter, the archetype of all modern flying discs. On January 23, 1957, they sold the rights for the Pluto Platter to the Wham-O toy company. Initially Wham-O continued to market the toy solely as the "Pluto Platter", but by June 1957 they also began using the name "Frisbee" after learning that college students in the Northeast were calling the Pluto Platter by that name. Morrison also invented several other products for Wham-O, but none were as successful as the Pluto Platter. Morrison and his wife, Lu Nay Morrison had
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