Creating powerful brand names

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.