Linguistic and Conceptual Study On Brand Names: The Brand Name Development Process And Strategies Of Turkish Advertising Environments

Bati U., TEREK ÜNAL G.

MARMARA JOURNAL OF COMMUNICATION, vol.17, no.17, pp.228-254, 2010 (ESCI) identifier

  • Publication Type: Article / Article
  • Volume: 17 Issue: 17
  • Publication Date: 2010
  • Journal Name: MARMARA JOURNAL OF COMMUNICATION
  • Journal Indexes: Emerging Sources Citation Index (ESCI)
  • Page Numbers: pp.228-254
  • Keywords: advertising, brand names, linguistic, phonetic, semantic
  • Istanbul University Affiliated: Yes

Abstract

Brand name for a product or a sevice is meant to convey message to consumers something about the brand and/or the product the marketers intend to carry. Brand managers are encountered the task of creating brand names for new products and sevices, they doubtlessly face a challenging and hard task. The process firms use to construct, evaluate and choose new brand names is described in this article. In the methodology part of this article, results from a survey of 100 participants; brand department of companies and advertising agencies; present that marketing professional and advertisers agree that a brand's name can have a huge impact on the success of the brand. And result prove that a detailed and systematic process is used in the creation of the brand names in Turkish advertising environment. Moreover the study shows that there are defined and descriptive criterias in this systematic process to construct effective and proper brand name. In this study, managerial implications, based on these findings, are also discussed.