Encyclopedia of Chinese Language and Linguistics

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Brand Names
(3,911 words)

Brand names play an important role in determining the success or failure of a new product or service (Armstrong and Kotler 1997), influencing its acceptance by the public (Charmasson 1998). Thus brand names are a crucial component of marketing strategies. A well-made brand name should suggest positive connotations and the relevance of the product, be short, distinctive and easy to memorize (Robertson 1989; Kohli and LaBanh 1997). In choosing a brand name one should take into account phon…

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Bianca BASCIANO, “Brand Names”, in: Encyclopedia of Chinese Language and Linguistics, General Editor Rint Sybesma. Consulted online on 05 June 2023 <http://dx.doi.org/10.1163/2210-7363_ecll_COM_00000046>
First published online: 2015

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