Brand names

Brand names have become an integral part of everyday life in today's consumer society. They become part of normal language usage as a matter of course when people ask for "Tempo" instead of a handkerchief or eat "nutella" instead of nut nougat cream. Behind the brand name lies the individual brand knowledge (operationalised by brand awareness and brand image) of a consumer. Within these memory structures, however, often only the name can be precisely verbalised.

Building on the existing findings of brand name research (cf. "Meaningful Brand Names", "Brand Name Suggestiveness"), the question of how brand names can effectively support the development of brand knowledge in today's world is being investigated as part of the supervised work. The development of a strong brand begins with a powerful name.

Recommended starting literature:

• Arora, S.; Kalro, A. D.; Sharma, D. (2015): 'A comprehensive framework of brand name classification' in: Journal of Brand Management, Vol. 22 Issue 2, pp. 79-116.
• Keller, K. L.; Swaminathan, V. (2020). "Strategic brand management: building, measuring, and managing brand equity" 5th ed. Harlow, England: Pearson Education Limited. ISBN 1-292-31499-0
• Langner, T.; Esch, F.-R. (2019): "Branding as a basis for brand building" in: Esch, F.-R. (ed.): Handbuch Markenführung, 1st ed., Wiesbaden: Springer Gabler, pp. 587-605.
• Swaminathan, V.; Sorescu, A.; Steenkamp, J.-B. E. M.; O'Guinn, T. C. G.; Schmitt, B. (2020): "Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries" in: Journal of Marketing, Vol. 84 Issue 2, pp. 24-46.