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Observations: Creating effective brand names: A study of the naming process

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Brands with strong images are able to influence customers' choices and command a premium in the marketplace. A brand name is the foundation of a brand's image. While the image associated with a brand name can be built with advertising over time, brand managers realize that a carefully created and chosen name can bring inherent and immediate value to the brand. The process companies use to create, evaluate, and select new brand names is described in this paper. Results from a survey of 101 companies indicate that brand names are critical to the success of a new product; consumer and industrial goods companies place similar emphasis on the brand-naming task; and a detailed and systematic process is used in the creation of the brand names. Of concern, however, is that managers often compromise the objectivity of the task by shortcutting the evaluation process.
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Information about the authors: Nikiforova Yevheniia Yuriivna – PhD in English Philology; Associate Professor at the Department of English Philology and Intercultural Communication; Educational and Scientific Institute of Philology; Taras Shevchenko National University of Kyiv. Havryliuk Olha Oleksandrivna – PhD in English Philology; Assistant Professor at the Department of English Philology and Intercultural Communication; Educational and Scientific Institute of Philology; Taras Shevchenko National University of Kyiv. Galitska Elizaveta Anatoliivna – PhD in English Philology; teacher of English; Kyiv Gymnasium №86 "Consul". E-mail: elt.nikiforova@gmail.com; oliagavr@gmail.com; liza-g@ukr.net REFERENCES Harrison, M. E. (2010). The Scent Word: Context, Intrigue, and the Problem of Olfactory Literacy. Fragrances – Supplement to Household and Personal Care Today, 1, 6-10 [in English]. Ivanova, K.A. (2005). 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Onomastic space of perfumery names in Russian [Onomasticheskoe prostranstvo nazvaniy parfyumernoy produktsii v russkom yazyke]: dis. na soiskanie nauch. stepeni kand. filol. nauk: spets. 10.02.01 "Russkiy yazyk". Elets: Eletskiy gos. ped. universitet, 259 s. [in Russian]. Vandries, Zh. (2001). Language. Linguistic introduction to history. [Jazyk. Lingvisticheskoe vvedenie v istoriju]. Moscow: Editorial URSS, 408 s. [in Russian]. Walker, R. (2012). A Challenging Global Climate for Fragrances. Global Cosmetic International, November, 26-29 [in English].
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