The brand name from the expert’s view: a new analysis proposal for the measurement of opinions from professional branders

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Title: The brand name from the expert’s view: a new analysis proposal for the measurement of opinions from professional branders
Authors: Pinillos-Laffón, Alberto | Rodríguez-Valero, Daniel | Olivares-Delgado, Fernando
Research Group/s: Grupo de Investigación de la Marca Corporativa (UA.BRANDSCIENCE)
Center, Department or Service: Universidad de Alicante. Departamento de Comunicación y Psicología Social
Keywords: Corporate name | Brand name | Family business | Brand management | Experts
Knowledge Area: Comunicación Audiovisual y Publicidad
Issue Date: Apr-2018
Publisher: Observatório de Marcas
Citation: BrandTrends. 2018, 14: 54-68
Abstract: Until now, the academic world has not studied the major role which the professional branding managers play, since in the end —and without forgetting the jurists and experts in industrial property—, they are the persons who create, develop and communicate the brand names, both the corporate brands and those of products and services. In this article, we propose a new, refreshing and necessary view about the parameters and criteria which some renowned experts from four different professional fields have considered concerning the discipline of Naming. By means of a structured survey to 20 acclaimed international and Spanish experts in corporate branding and/or naming, we seek to explore the opinions and visions of the creative experts and managers of names about their neuralgic aspects. The survey is structured into five blocks or thematic areas of naming to find out which denominative criteria are valued for the construction of the verbal identity of the companies and organizations by the experts.
ISSN: 2237-8529
Language: eng
Type: info:eu-repo/semantics/article
Rights: © 2018 BrandTrends Journal
Peer Review: si
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Appears in Collections:INV - UA.BRANDSCIENCE - Artículos de Revistas
INV - AgeCOM - Artículos de Revistas

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