Abstract:
Of all the elements which make up the brand image of a product (advertising message, package, price, etc.), the name is perhaps the least scientifically analysed. Very often, no research is undertaken on the "suitability" of a name to a product; in those rare cases that some research is conducted, the problem of the choice is solved through a rough, empirical analysis or due to a copywriter's intuition. No objective criterion whatsoever seems to guide this field of marketing so that certain guidelines on how to proceed with the creation and choice of a name should be laid out. The objective of this paper is to show how arbitrary, empirical decisions can be eliminated from this field and how the problem of the choice of a name can be formulated along rational, if not purely scientific, lines. Let us begin with a short definition of the subject matter.
This could also be of interest:
Research Papers
The problem of bias
Catalogue: ESOMAR Teach-In Seminar 1995: All You Ever Wanted To Know About Sampling, Statistics And Questionnaires
Author: Neil Higgs
 
February 14, 1995
Research Papers
Fragrance names
Catalogue: Seminar 1993: Consumer Research In Fragrance Business
Author: Pierre Bessis
 
June 15, 1993
Research Papers
Brand-to-media consonance assessments
Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Robert Passikoff, Manuel Gutierriez
Company: Brand Keys, Inc.
June 13, 2002
