Name Letter Branding
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Name Letter Branding
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Author : Barbara Bilyk
language : en
Publisher: GRIN Verlag
Release Date : 2010-10-18
Name Letter Branding written by Barbara Bilyk and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10-18 with Business & Economics categories.
Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Cologne (Wirtschafts- und Sozialpsychologisches Institut), course: Consumer Behavior, language: English, abstract: Is it just coincidence that Fabian decided to become a farmer, married Franziska, lives in Frankfurt, prefers Ferrero Küsschen and holds shares of his favourite chocolate producer or was he influenced by the shared name letter (NL)? Although the latter sounds indeed bizarre, prior research has given proof of the fact that people’s liking for their own name can affect major life decisions as well as consumption choices (Pelham, Mirenberg, Jones, 2002; Brendl, Chattopadhyay, Pelham, Carvallo, 2005). In the field of consumer behavior it is therefore of high interest to understand the customer’s motives for consumption including the influence of specific conditions and moderating factors. The reason for this concern is the overall ambition of marketers to predict consumer preferences in advance and to tailor offers and goods ac-cordingly. While the importance of the marketing tool “brand name” has been recognized in terms of eliciting meanings and forming brand equity for a long time (Wänke, Herrmann, Schaffner 2007), shared letters of consumer and brand name as a trigger for decisions are a comparatively new insight. In this regard two possibile directions of outcomes are conceiv-able. On the one hand consumers might have the tendency to favour brand names including their own name letters, an effect called name letter branding (NLB) (Brendl et al., 2005). On the other hand the reversed effect name letter repulsion (NLR) which is the alientation from a brand name due to shared name letters might occur (Kachersky, 2008). Consequently this pa-per aims at sheding light on the following question: why and how can people’s preference for or repelling from brand names be generated by their own name?
Name Letter Branding
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Author : Barbara Bilyk
language : en
Publisher: GRIN Verlag
Release Date : 2010-10
Name Letter Branding written by Barbara Bilyk and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10 with Business & Economics categories.
Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Cologne (Wirtschafts- und Sozialpsychologisches Institut), course: Consumer Behavior, language: English, abstract: Is it just coincidence that Fabian decided to become a farmer, married Franziska, lives in Frankfurt, prefers Ferrero K sschen and holds shares of his favourite chocolate producer or was he influenced by the shared name letter (NL)? Although the latter sounds indeed bizarre, prior research has given proof of the fact that people's liking for their own name can affect major life decisions as well as consumption choices (Pelham, Mirenberg, Jones, 2002; Brendl, Chattopadhyay, Pelham, Carvallo, 2005). In the field of consumer behavior it is therefore of high interest to understand the customer's motives for consumption including the influence of specific conditions and moderating factors. The reason for this concern is the overall ambition of marketers to predict consumer preferences in advance and to tailor offers and goods ac-cordingly. While the importance of the marketing tool "brand name" has been recognized in terms of eliciting meanings and forming brand equity for a long time (W nke, Herrmann, Schaffner 2007), shared letters of consumer and brand name as a trigger for decisions are a comparatively new insight. In this regard two possibile directions of outcomes are conceiv-able. On the one hand consumers might have the tendency to favour brand names including their own name letters, an effect called name letter branding (NLB) (Brendl et al., 2005). On the other hand the reversed effect name letter repulsion (NLR) which is the alientation from a brand name due to shared name letters might occur (Kachersky, 2008). Consequently this pa-per aims at sheding light on the following question: why and how can people's preference for or repelling from brand names be generated by their own name?
The Making Of A Name
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Author : Steve Rivkin
language : en
Publisher: Oxford University Press
Release Date : 2005-01-13
The Making Of A Name written by Steve Rivkin and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-01-13 with Business & Economics categories.
How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph. In this indispensable guide, the authors share the secrets of successful brand names--how they've indelibly stamped cultures around the world; who makes them; why they're made; and how they're compiled, bought, sold, and protected. The book outlines what kind of names exist--the initialized, descriptive, allusive, and coined. How namers surf on brainwaves. The do's, don'ts, and nevers of naming, how the structure of names is built from the ground up and how their sounds are engineered. Why names symbolize benefits. Where in the world brands may be found, and what will become of them. Fast-paced, illustration-packed, gazing at the past and probing into the future, this is the definitive book on naming. The Making of A Name is the one book anyone interested in "owned words" must have.
Hello My Name Is Awesome
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Author : Alexandra Watkins
language : en
Publisher: Berrett-Koehler Publishers
Release Date : 2019-10-01
Hello My Name Is Awesome written by Alexandra Watkins and has been published by Berrett-Koehler Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-01 with Business & Economics categories.
The ultimate guide to naming your product or business has been updated throughout with twice as many resources as before, new stories (of both hits and flops), and an entirely new chapter on the power of names in the workplace. Too many new companies and products have names that look like the results of a drunken Scrabble game (Xobni, Svbtle, Doostang). In this entertaining and engaging book, ace-naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and effective brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test. A great name makes you SMILE because it is Suggestive—evokes something about your brand; is Memorable—makes an association with the familiar; uses Imagery—aids memory through evocative visuals; has Legs—lends itself to a theme for extended mileage; and is Emotional—moves people. A bad name, on the other hand, makes you SCRATCH your head because it is Spelling challenged—looks like a typo; is a Copycat—similar to competitors' names; is Restrictive—limits future growth; is Annoying—seems forced and frustrates customers; is Tame—feels flat, merely descriptive, and uninspired; suffers from the Curse of Knowledge—speaks only to insiders; and is Hard to pronounce—confuses and distances customers. This 50 percent–new second edition has double the number of brainstorming tools and techniques, even more secrets and strategies to nab an available domain name, a brand-new chapter on how companies are using creative names around the office to add personality to everything from cafeterias to conference rooms, and much more.
Brand Naming
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Author : Rob Meyerson
language : en
Publisher: Business Expert Press
Release Date : 2021-12-14
Brand Naming written by Rob Meyerson and has been published by Business Expert Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12-14 with Business & Economics categories.
You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.
Mixed Messages In Brand Names
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Author : John R. Doyle
language : en
Publisher:
Release Date : 2011
Mixed Messages In Brand Names written by John R. Doyle and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
Recent work suggests that sound symbolism in brand names conveys marketing-relevant messages. However, if the customer sees a brand name rather than hears it, visual characteristics of the letters may convey messages of their own. These may conflict with or reinforce the message conveyed by sound symbolism of the name. Study 1 replicates the essence of the sound symbolism effect claimed in recent work. Study 2 shows that the visual characteristics of letters provide a plausible alternative explanation of these findings. Study 3 manipulates the visual characteristics in the brand name letters and reverses the previously found direction of sound symbolism effects. The findings suggest that powerful visual messages are present in brand names, and that because of confounding, the contribution sound symbolism makes to the brand name may not always act as thought.
Brand New Name
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Author : Jeremy Miller
language : en
Publisher: Page Two
Release Date : 2019-10-08
Brand New Name written by Jeremy Miller and has been published by Page Two this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-08 with Business & Economics categories.
Miller delivers a proven, step-by-step brand naming process to create an unforgettable name. The book explains to readers what to do every step of the way--right down to exercises to generate lots of naming ideas to techniques on how to test which names resonate the most.most.
Hello My Name Is Awesome
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Author : Alexandra Watkins
language : en
Publisher:
Release Date : 2014-09-15
Hello My Name Is Awesome written by Alexandra Watkins and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-15 with Business & Economics categories.
Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone - even noncreative types - can create memorable and buzz - worthy brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test - two acronyms for what makes or breaks a name. She also provides up - to - date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. And you'll see dozens of examples - the good, the bad, and the ''so bad she gave them an award.'' Alexandra Watkins is not afraid to name names.Â
More Than A Name
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Author : Melissa Davis
language : en
Publisher: AVA Publishing
Release Date : 2005
More Than A Name written by Melissa Davis and has been published by AVA Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
Annotation. Branding today is a carefully orchestrated experience, supported by complex marketing strategies and sophisticated psychology. 'More Than A Name: An Introduction to Branding' is a modern, visually-instructive textbook offering a comprehensive introduction to the world of branding, from the theory to the practice of brand implementation. This book is a prerequisite for visual arts students, copywriters, brand strategists and marketers. Book jacket.
Get A Name
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Author : Jacky Tai
language : en
Publisher: Marshall Cavendish International Asia Pte Ltd
Release Date : 2010-09-30
Get A Name written by Jacky Tai and has been published by Marshall Cavendish International Asia Pte Ltd this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-09-30 with Business & Economics categories.
So many companies and brands out there in the market, it will be impossible to stand out without a great name. Just imagine, there are already more than 150,000 companies operating in a small country like Singapore. How will your brand stand out if it doesn't have a great name? Finding a great name is also no longer easy because of the proliferation of companies and brands in our society. Chances are, the name you think of has already been registered and trademarked by someone else. So, what do you do? The 10 Rules Of Naming will show you how to create a powerful brand name in a simple, straightforward and jargon-free manner. Besides explaining the 10 rules of naming in detail, the book also covers the pitfalls of naming to avoid, binding everything together through vivid examples of how companies with great names went about creating those names.