Brand Name: “The Importance of Being Earnest”

Abstract

Naming a brand, just like naming a human being, means christening it in some way. When a name is chosen for a child, there can be many reasons behind that choice other than the desire to confer an identity, a character or a personality by means of a particular name: for example, there may be a family ancestor with the same name, or the wish to identify with a historical character or, in any case, with myths from the past. Giving a brand a name almost takes on the function of planning and prognosticating the future and implies, in some way, identification with a destiny.