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Kolektiv Miklošičeve knjižnice - FPNM
  • Creating brand names - what should one consider: semantic connotations or sound symbolic values? [Elektronski vir]
    Jurančič, Klementina
    Creating brand names has in the last decades become a serious and competitive business. New brands are being introduced to the market and the need to create effective and successful brand names is ... increasing. In order to do this, however, we need to understand how to create effective brand names. (Klink 2000:5) The diversity of products in the market does not allow failure, not even when it comes to the naming of the brand. Brands which do not succeed (either because the product is below standard or because the brand name is not catchy enough to attract consumers) have a short life on the market. It is in the interest of the producer to find the most effective brand name for his/her product in order to prolong the products life on the market. The present paper will present two examples of chosen brand names for Slovene products, one already in use and the other in the phase of creation. On the basis of to-date existing theories in the field of sound symbolism in marketing it wishes to investigate whether it is merely the inherent meaning suggested/elicited by linguistic or sound symbolic devices that automatically causes the consumer to develop a desire to purchase a certain product or does the brand name need to contain semantic connotations through which the buyer can identify the product.
    Vir: Proceedings of the seventh International Language Conference on the Importance of Learning Professional Foreign Languages for Communication between Cultures, 11 - 12 September 2014, University of Maribor, Faculty of Economics and Business, Slovenia [Elektronski vir] (Str. 112-119)
    Vrsta gradiva - prispevek na konferenci ; neleposlovje za odrasle
    Leto - 2014
    Jezik - angleški
    COBISS.SI-ID - 20833544

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