A comprehensive framework of brand name classification

摘要: Research on brand naming has recently taken center stage in marketing literature. This study formulates a comprehensive classification of names that incorporates frameworks from existing literature and current methods used by practitioners. A content analysis the top 500 global based manifest content, across 11 product categories, was conducted to understand brand-naming trends. The results confirm extensive use promoter’s name place origin (39.7 per cent all coded), compounding (34.1 cent), abbreviations (18.2 cent) blending (7.9 cent). Category-wise indicates certain such as durables, follow aggregate pattern 61.5 semantic word names, 53.0 invented 23.6 non-word names. FMCG brands, other hand, show differing patterns because disproportionately low distribution. Further, χ2 tests using equal expected frequencies three dimensions; semantic, showed there appears be significant differences frequency between these dimensions. Practitioners may consider newly defined semantically related acronyms, creating distinctive also analyzes sound symbolic for brands.