Strategically Desirable Brand Name Characteristics

Abstract

Considers psychological, linguistic and marketing aspects of brand name characteristics. Presents the inherent brand name characteristics which lead to memorable names that support the desired product image. Concludes that brand names should be simple, distinctive, meaningful, emotional, make use of morphemes, phonemes, alliteration, consonance, and should make a sound associate of product class, as well as being legally protectable; a well‐planned brand name will require less marketing money to achieve recall and image targets.

Citation

Robertson, K. (1989), "Strategically Desirable Brand Name Characteristics", Journal of Consumer Marketing, Vol. 6 No. 4, pp. 61-71. https://doi.org/10.1108/EUM0000000002563