Characteristics of brand names used in marketing information products and services

Abstract

218 brand names of microfilm/microfiche readers, computerized information retrieval systems and on‐line databases were subjected to an analysis of their characteristics. They acre analysed for the product information they conveyed and for the characteristics of the words employed. It was found that brand names tend to employ meaningless concocted words and that the favoured words begin and end with a consonant. Other features of the words used and differences between the groups of products were noted.

Citation

Myers, J., Oppenheim, C. and Rogers, S. (1979), "Characteristics of brand names used in marketing information products and services", Aslib Proceedings, Vol. 31 No. 12, pp. 551-560. https://doi.org/10.1108/eb050712