Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Strategically Desirable Brand Name Characteristics

Strategically Desirable Brand Name Characteristics Considers psychological, linguistic and marketing aspects of brandname characteristics. Presents the inherent brand name characteristicswhich lead to memorable names that support the desired product image.Concludes that brand names should be simple, distinctive, meaningful,emotional, make use of morphemes, phonemes, alliteration, consonance,and should make a sound associate of product class, as well as beinglegally protectable a wellplanned brand name will require lessmarketing money to achieve recall and image targets. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Strategically Desirable Brand Name Characteristics

Journal of Consumer Marketing , Volume 6 (4): 11 – Apr 1, 1989

Loading next page...
 
/lp/emerald-publishing/strategically-desirable-brand-name-characteristics-VfKrwayL7O

References (33)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/EUM0000000002563
Publisher site
See Article on Publisher Site

Abstract

Considers psychological, linguistic and marketing aspects of brandname characteristics. Presents the inherent brand name characteristicswhich lead to memorable names that support the desired product image.Concludes that brand names should be simple, distinctive, meaningful,emotional, make use of morphemes, phonemes, alliteration, consonance,and should make a sound associate of product class, as well as beinglegally protectable a wellplanned brand name will require lessmarketing money to achieve recall and image targets.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Apr 1, 1989

There are no references for this article.