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Naming & licensing brands

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Article

This article covers the specific linguistics of successful luxury brand names and offers a scientific framework for what makes a brand name portray luxury to consumers with ‘sound symbolism’.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

Article

This article explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.

Article

This article explains five important considerations for multi-national brands when developing their local brand name in China, and how to avoid common pitfalls of Chinese localization.

Article

This article considers why Asian brands are generally less concerned than brands in the West with the consistency of ideas and taglines.

Article

This article discusses the importance and unimportance of logos in branding. Designers and marketers often attach meaning to logos that consumers do not: consumers rarely consider what the deeper connotations of a logo are or attach any intrinsic meaning to it.

Article

This article discusses the importance of brand names in communicating the brand identity, arguing that names can be inappropriate and detract from potential success.

Article

As one of the smallest, but most powerful pieces of messaging real estate, a brand name is a valuable strategic investment.

Article

This paper provides an overview of the mass merchandising industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This article investigates best practice for naming a product and what works best in advertising it. He argues that, while almost any name can come to mean almost anything over time, the most important function of a brand name is to differentiate that brand from its competitors and, if possible, to do so in a way that helps build a rich network of attractive and distinctive associations around the brand.

Article

A brand may change its name for a number of reasons. The rebranding process will have a direct impact on the success of the name change.

Article

Anthony Shore gives his six tips on what NOT to do when naming a company or product. These include: waiting until the last minute; be sure the new name is descriptive, begins with the letter A and has no negative connotations; develop names that have no meaning; invite the entire company to brainstorm; have a contest; and have a focus group to pick the winner.

Research Paper

In the Asia-Pacific region, supernatural beliefs traditionally are believed to have a strong influence on product sales performance.

Research Paper

Field research and a laboratory study were conducted to empirically examine the effects of brand relevance, connotation, and pronunciation on consumers' preferences for new brand names.

Article

Jon Montgomery, a partner at Hudson Group New York, and Michael Lieberman, president of Multivariate Solutions, ague that quantitative evaluation is an essential component in the brand naming process.

Article

Lee Curtis, a trademark attorney at the Leeds office of Pinsent Masons, discusses the dangers that Google, Xerox and Jacuzzi run if they fail to protect their trade marks - and the ways to prevent familiar brand names going the same way as escalator, linoleum, and, even, sandwich.

Article

Rod Hirsch explores how branding works in the technology market sector. With examples from Microsoft, Symantec, Apple, and, even Toyota, he analyses the branding strategies of the winning companies.

Article

As an organisation, American Express decided in 2003 to refocus its advertising campaign to address a more global audience.

Article

Rita Clifton compares the cost of launching new corporate names and corporate identities, and the subsequent lampooning they received with the demise of Enron.

Article

This wide ranging article on licensing - defined as a promotional use of an established creative property such as a film, TV or cartoon character - highlights the potential advantages and pitfalls in mounting this type of promotion.

Article

This article traces and examines the naming of military operations, from the 18th Century right up to the name of the U.S.

Article

Discusses the benefits of franchising or licensing media brands: i.e. offering appropriate products or services which tie in with and enhance the brand values of, say, a women's magazine.

Research Paper

Following content analysis of American and European grocery products which showed that few products have only one brand name on them and that directly competing firms vary in the corporate name strategies they adopt, the authors set out to discover why.

Article

Discusses brand licensing, in which manufacturers lend or borrow brands and characters; examples include the use of Disney's 'The Lion King' on a wide range of goods from stationery to toiletries.