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Creating powerful brand names

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Abstract

Brands with a consumer-relevant and unique brand positioning are often preferred in purchase decisions. Hence, conveying a distinctive brand positioning is a key concern of modern brand management. This study considers the contribution brand names can provide to communicate a brand positioning. Recent cognitive theories of conceptual combination form the theoretical basis for analyzing consumer reactions toward brand names. Following these theories, three techniques to integrate brand name and product are developed. Reaction time measurements and association tests show that the techniques presented are an effective and efficient means to convey a brand’s positioning.

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Author information

Authors and Affiliations

  1. Institute for Brand and Communication Research, Justus Liebig University Giessen, Germany

    Tobias Langner (Assistant Professor of Marketing)

  2. Marketing Department, Justus-Liebig-University, Giessen, Germany

    Franz-Rudolf Esch (Full Professor of Marketing and Director)

  3. Institute for Brand and Communication Research, Justus-Liebig-University, Giessen, Germany

    Franz-Rudolf Esch (Full Professor of Marketing and Director)

  4. University of Wollongong, Australia

    John R. Rossiter (Research Professor of Marketing and Visiting Professor of Marketing)

  5. Rotterdam School of Management, The Netherlands

    John R. Rossiter (Research Professor of Marketing and Visiting Professor of Marketing)

Authors
  1. Tobias Langner
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  2. Franz-Rudolf Esch
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  3. John R. Rossiter
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Editor information

Sandra Diehl Ralf Terlutter

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© 2006 Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden

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Langner, T., Esch, FR., Rossiter, J.R. (2006). Creating powerful brand names. In: Diehl, S., Terlutter, R. (eds) International Advertising and Communication. DUV. https://doi.org/10.1007/3-8350-5702-2_10

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