Vol. 59 No. 3 (2011)
Research Article

What's in a Brand Name? A Note on the Onomastics of Brand Naming

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  • Marcel Danesi
DOI: https://doi.org/10.1179/002777311X13082331190119

Published 2011-09-01

Keywords

  • URSULA K. LE GUIN,
  • ONOMATURGY,
  • LITERARY ONOMASTICS,
  • AESTHETICS OF INVENTED NAMES,
  • NAMES IN SCIENCE FICTION AND FANTASY

Copyright (c) 2011 Maney Publishing

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Abstract

This note looks at the main strategies used by marketers and manufacturers to name products. It gives an overview of these strategies, starting with the history of brand-naming and ending up with the current practice of using Internet-style strategies for naming products. The idea in brand-naming is to create a “code” of latent meanings for the product that the consumer can grasp either consciously or unconsciously.

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References

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