What's in a Brand Name? A Note on the Onomastics of Brand Naming
| Autor: | Marcel Danesi |
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| Jazyk: | angličtina |
| Rok vydání: | 2011 |
| Předmět: | |
| Zdroj: | Names, Vol 59, Iss 3 (2011) |
| Druh dokumentu: | article |
| ISSN: | 0027-7738 1756-2279 |
| DOI: | 10.1179/002777311X13082331190119 |
| Popis: | Abstract This note looks at the main strategies used by marketers and manufacturers to name products. It gives an overview of these strategies, starting with the history of brand-naming and ending up with the current practice of using Internet-style strategies for naming products. The idea in brand-naming is to create a “code” of latent meanings for the product that the consumer can grasp either consciously or unconsciously. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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