The relevancy of brand names: a literature review
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Abstract
Brands are a key element in the consumer society, adding value to products through the set of meanings that people associate with them, which provides a number of advantages in terms of marketing. The brand name can help to build these associations based on its own characteristics: semantic, phonetic and morphological. The objective of this research is to review which aspects the literature have highlighted to create a brand name, in order to clarify its effect on consumers, and to show empirical evidence that supports or, conversely, question one of the mantras that marketing academics and practitioners usually feed. This research also shows specific and illustrative examples thereon
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