Article2002

Using linguistics for creating better international brand names

75 citations0/0 files storedJournal of Marketing Communications

No readable copy stored yet — this record is metadata only.

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

International product sales are increasingly important for most companies. As a result, cross-border brand naming is becoming a significant marketing issue. This article describes linguistic assets such as phonetics (sounds), etymology (roots of words) and rhetoric (persuasive discourse) and proposes a comprehensive framework for analysing how these linguistic assets transfer (or do not transfer) to a number of target linguistic contexts. Using this analysis, managers should follow the ‘Joyce principle’ and attempt to build meaningful brand names across languages, thus adding value to their global brand names.

Citations in this library

Stored only when both papers are in the corpus — 75 citations exist upstream.

References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1994Foreign Branding and Its Effects on Product Perceptions and Attitudes 1992Basic Marketing: A Global-managerial Approach 1989Strategically Desirable Brand Name Characteristics 2001Creating Local Brands in Multilingual International Markets 1987"May Your Life Be Marvelous:" English Language Labelling and the Semiotics of Japanese Promotion

Cited by

2020Harsh voices, sound branding: How voiced consonants in a brand's name can alter its perceived attributes 2019Going to great lengths in the pursuit of luxury: How longer brand names can enhance the luxury perception of a brand 2021A sound brand identity design: The interplay between sound symbolism and typography on brand attitude and memory 2019The sound of branding: An analysis of the initial phonemes of popular brand names 2015Localising the packaging of foreign food brands: a case of Muslim consumers in Pakistan 2009Foreign Branding: Examining the Relationship between Language and International Brand Evaluations 2021Biomorphic visual identity of a brand and its effects: a holistic perspective

Imported from OpenAlex (CC0) — nothing here is generated.