La importancia del nombre de marca: revisión de la literatura
Barra lateral del artículo
Contenido principal del artículo
Resumen
Las marcas son un elemento fundamental en la sociedad de consumo, añaden valor a los productos a través del conjunto de significados que las personas asocian a éstas, lo que proporciona una serie de ventajas a nivel de marketing. El nombre de marca puede ayudar a construir esas asociaciones en base a unas características propias, semánticas, fonéticas y morfológicas. El objetivo de esta investigación es realizar una revisión sobre qué aspectos la literatura ha destacado como relevantes para crear un nombre de marca, con el fin de esclarecer su efecto en el consumidor, así como mostrar la evidencia empírica que sustenta o, por el contrario, cuestiona alguno de los mantras que los académicos y profesionales del marketing solemos alimentar. Se muestran, además, ejemplos concretos e ilustrativos al respecto
Palabras clave:
Descargas
Detalles del artículo
Citas
Abel, G. A., & Glinert, L. H. (2008). Chemotherapy as language: Sound symbolism in cancer medication names: Social Science & Medicine, 66(8), 1863-1869.
Ahn, H. & La Ferle, C. (2004). Enhancing recall and recognition for brand names and body copy. Journal of Advertising Research, 37(3), 107-117
Allison, R. I. & Uhl, K. P. (1964). Influence of Beer Brand Identification on Taste Perception. Journal of Marketing Research, 1(agosto), 36–39.
Ang, S. H. (1997). Chinese Consumers' Perception of ABN. Asia Pacific Journal of Marketing and Logistics, 8(1), 31-48
Aranda, C. (2007). La formación analógica de palabras y los rasgos formales específicos de los nombres de marca, del naming. Interlingüística, 17, 161-167
Argo, J. J., Popa, M., & Smith, M. C. (2010). The sound of brands. Journal of Marketing, 74(4), 97-109.
Ariely, D. (2010). The upside of irrationality. Harper Collins.
Aura, S. & Hess, G. D. (2004). What’s in a Name? CESifo Working Paper Series, No. 1190, 2004.
Bertrand, M. and Mullainathan, S. (2004). Are Emily and Greg more employable than Lakisha and Jamal? A Field Experiment on Labor Market Discrimination. American Economic Review, 94(4), 991-1013
Bradley, S. D., & Meeds, R. (2002). Surface-structure transformations and advertising slogans: The case for moderate syntactic complexity. Psychology and Marketing, 19(7–8), 595-619.
Chan, A.K.K. & Huang, Y.Y. (1997). Brand naming in China: a linguistic approach, Marketing Intelligence & Planning, 15(5), 227-234.
Charmasson, H. (1988). The Name Is the Game: How to Name a Company or Product. Homewood, IL: Dow Jones-Irwin.
Cmdsport.com (2011). Puma y Estudio 2000 iniciarán un nuevo arbitraje en un plazo de seis meses. Recuperado de: http://www.cmdsport.com/noticia/14354/Proveedores/puma-estudio-2000.html [Acceso 31 Marzo 2013].
Cmdsport.com (2010). Estudio 2000 pierde la licencia de Puma. Recuperado de: http://www.cmdsport.com/noticia/11501/Proveedores/estudio-2000-puma.html [Acceso 31 Marzo 2013].
Coombe, R. J. (1998). The Cultural Life of Intellectual Properties: Authorship, Appropriation, and the Law (Post-Contemporary Interventions) Duke University Press Books.
Corder, C. (1986). Adimpact: A multi-media advertising effectiveness. Economics, 7(4), 243-247.
Dahlén, M., Rosengren, S., Törn, F. & Öhman, N. (2008). Could placing ads wrong be right? Journal of Advertising, 37(3), 57-67.
Dimofte, C. V. & Yalch, R. F. (2011). The mere association effect and brand evaluations. Journal of Consumer Psychology, 21, 24-27.
Fryer R. &Levitt S. (2004). The causes and consequences of distinctively Black names. Quarterly Journal of Economics, 119(3), 767-805.
García, M. (1999). Las claves de la publicidad. Madrid: Esic Editorial.
Gaviria, A., Medina, C. and Palau, Mª del Mar (2010). Las consecuencias económicas de un nombre atípico. El caso Colombiano. El Trimestre Económico, 77(3), 535-556.
Gunasti, K. & Ross, W. T. Jr. (2010). How and when alpha-numerical brand names affect consumer preferences. Journal of Marketing Research, 47,1177-1192.
Healey, M. (2009). ¿Qué es el branding? Barcelona: Gustavo Gili.
Herrero, J.L. (2007). Marcas comerciales y diccionarios, en M. Campos Souto, R. Cotelo García y J. I. Pérez (eds.). Historia del léxico español. Anexos de Revista de Lexicografía 5. La Coruña: Servizo de Publicacións Universidade da Coruña, 59-70.
Hoek, J., Gendall, P. (2012). Colors, Brands, and Trademarks: The Marketing (and Legal) Problem Of Establishing Distinctiveness. Journal of Advertising Research, 50(3), 316-322.
Hollister, G. (2008). Out of Nowhere: The Inside Story of How Nike Marketed the Culture of Running. Meyer & Meyer Fachverlag und Buchhandel GmbH.
Hull, A.J. (1975). Nine Codes: A Comparative Evaluation of Human Performance with Some Numeric, Alpha and Alpha-Numeric Coding Systems. Ergonomics, 18(5), 567-576.
Inta.org (2003). Nike defeats Cidesport in China. Recuperado de: http://www.inta.org/INTABulletin/Pages/NikeDefeatsCidesportinChina.aspx [Acceso 31 Marzo 2013].
John, D., R. Loken, B., Kim, K., & Monga, A. B. (2006). Brand Concepts Maps; A methodology for identifying brand associations networks. Journal of Marketing Research, 43, 549-563.
Jorda-Albiñana, B., Ampuero-Canellas, O., Gonzalez-del-Rio, J. & Magal-Royo, T. (2010). Análisis lingüístico de los nombres de marcas españoles, Revista de Lingüística y Lenguas Aplicadas, 5, 79-90.
Kalist, D. E. & Lee. D. Y. (2009). First Names and Crime: Does Unpopularity Spell Trouble?, Social Science Quarterly. Southwestern Social Science Association, 90(1), 39-49.
Klink, R. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 11(1), 5-20.
Kohli, C, S. & Suri, R. (2000). Brand Names that Work: A study of the Effectiveness of Different Types of Brand Names. Marketing Management Journal, 10(2), 112–120.
Kohli, C. & LaBahn, D.W. (1997). Creating effective brand names: a study of the naming process. Journal of Advertising Research, 37(1), 67-75.
Kohli, C., Suri, R. & Thakor, M. V. (2002). Creating Effective Logos: Insights From Theory and Practice. Business Horizons, 45(3), 58-64.
Laham, S. M., Koval, P., & Alter, A. (2012). The name pronunciation effect: Why people like Mr. Smith more than Mr. Colquhoun. Journal of Experimental Social Psychology, 48, 752-756.
Lowrey, T. M. & Shrum, L. J. (2007). Phonetic symbolism and brand name preference. Journal of Consumer Research, 34, 406-415.
Lowrey, T. M., Shrum, L. J. & Dubitsky, T. M. (2003). The relation between brand-name linguistic characteristics and brand-name memory. Journal of Advertising, 32(3), 7-17.
Martín, E. (2009). Nominología: cómo crear y proteger marcas poderosas a través del naming. Madrid: Fundación Confemetal .
Martínez, J. A. (2013). Do names matter? The influence of names on perception about professionals in Spain. Economic & Business Letters, 2(2), 66-74.
McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M. & Montague, P. R. (2004). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks, Neuron, 44(October), 379–387.
McQuarrie, E. F., & Mick, D. G. (1999). Visual rhetoric in advertising text: Interpretive, experimental, and readerresponse analyses. Journal of Consumer Research, 26(1), 37-54.
Mehrabian, A. & Piercy, M. (1993). Positive or Negative Connotations of Unconventionally and Conventionally Spelled Names. Journal of Social Psychology, 133(4), 445-451.
Mehrabian, A. (2001). Characteristics Attributed to Individuals on the Basis of Their First Names. Genetic, Social, and General Psychology Monographs, 127(1), 59-88.
Morales, J. F., Moya, M.C., Gaviria, E. & Cuadrado, I. (eds.) (2007). Psicología Social, Tercera Edición, Madrid: McGrawHill
Norton, M. I., Frost, J. H. & Ariely, D. (2007). Less is more: The lure of ambiguity, or why familiarity breeds contempt. Journal of Personality and Social Pyschology, 92(1), 97-105.
Noticias.com (2005). Un juzgado de Barcelona ordena el embargo de los derechos de propiedad industrial de Nike en España. Recuperado de: http://www.noticias.com/un-juzgado-de-barcelona-ordena-el-embargo-delos-derechos-de-propiedad-industrial-de-nike.34911 [Acceso 31 Marzo 2013].
Park, C. W., Eisingerich, A. B., Pol, G. & Park, J. W. (2013). The role of brand logos in firm performance. Journal of Business Research, 66, 180-187.
Pavia, T. (1994). Brand Names and Consumer Inference: the Effect of Adding A Numeric Component to A Brand Name", in Advances in Consumer Research Volume 21, eds. Chris T. Allen and Deborah Roedder John, Advances in Consumer Research Volume 21 : Association for Consumer Research, Pages: 195-200.
Peterson, R.A. & Ross, I. (1972). How to name new brands. Journal of Advertising Research, 12(6), 29-34.
Petty, R. E., Cacciopo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135−146.
Pinkermoda.com (2005). Nike puede usar de nuevo su nombre en España. Recuperado de: http://www.pinkermoda.com/pm/noti.jsp?idNoticia=46093.
Reinman, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychologycal investigation. Journal of Consumer Psychology, 20, 431-44.
Robertson, K. (1989). Strategically desirable brand name characteristics. Journal of Consumer Marketing 6(4), 61-71.
Sapir, E. (1929). A Study in Phonetic Symbolism. Journal of Experimental Psychology, 12, 225-239.
Schembri, S., Merrilees, B., & Kristiansen, S. (2010). Brand consumption and narrative of the self. Psychology & Marketing Journal, 27(6), 623-637.
Seize9 (23 de noviembre de 2012). Corea del Norte vs Asics [Mensaje de Blog]. Recuperado de: http://seizenine.blogspot.com.es/2012/11/corea-delnorte-vs-asics.html.
Seize9 (29 de junio de 2013). #Top 3 de los peores nombres de zapatillas [Mensaje de Blog]. Recuperado de: http://seizenine.blogspot.com.es/2013/06/top3-de-los-peores-nombres-dezapatillas.html.
Shilbury, D., Westerbeek, H., Quick, S., & Funk, D. C. (2009). Strategic sport marketing. Third edition. Allen & Unwin.
Shrum, L.J., Lowrey, T., Luna, D., Lerman, D. & Liu, M. (2012). Sound Symbolism Effects Across Languages: Implications for Global Brand Names. International Journal of Research in Marketing, 29, 275-279.
Smit, B. (2008). Sneaker wars. New York: Harper Collins.
Smith, G. W. (1998). The political impact of name sounds. Communication Monographs, 65(2), 154-172.
Strasser, J. B. & Becklund, L. (1991). The story of Nike and the men who played there. San Diego: Harcourt Brace Jovanovich.
Trubetzkoy, N. (1939). Grundzüge der Phonologie. Prag. [Bd. 7, Travaux du Cercle Linguistique de Prague.]
Twenge, J. M. & Manis, M. (1998). First-Name Desirability and Adjustment: Self-Satisfaction, Others’ Ratings, and Family Background. Journal of Applied Social Psychology, 28(1), 41-51.
Uy, D. & Janiszewski, C. (2009). The Affective Consequences of Alpha-Numeric Branding. Working paper.
Vanden Bergh, B.G. (1983). More chickens and pickles. Journal of Advertising Research, 22 (December-January), 44.
Wheeler, A. (2009). Designing brand identity. Wiley.
Yan, D & Duclos, R. (2013). Making sense of numbers: Effects of alphanumeric brands on consumer inference. International Journal of Research in Marketing, 30(2), 179–184.
Yorkston, E. & Menon, G. (2004). A sound idea; Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 33, 43-52.
Zinkhan, G. M. & Martin, C. R. (1987). New Brand Names and Inferential Beliefs: Some Insights on Naming New Products. Journal of Business Research, 15(2), 157-172.