The impact of brand name characteristics on creating brand perception

diplomski rad

• Autor: Marko Čukman
• Mentor: Zoran Krupka (mentor)
• Član povjerenstva: Zoran Krupka (predsjednik povjerenstva)
• Član povjerenstva: Sandra Horvat (član povjerenstva)
• Član povjerenstva: Sunčana Piri Rajh (član povjerenstva)
• Ustanova koja je dodijelila akademski / stručni stupanj: Sveučilište u Zagrebu; Ekonomski fakultet; (Katedra za marketing); Zagreb
• Datum i država obrane: 2022-09-22, Hrvatska
• Znanstveno / umjetničko područje, polje i grana: DRUŠTVENE ZNANOSTI; Ekonomija; Marketing

Sažetak

The everchanging world requires brand names which will not fade into insignificance the in a
short period of time. Brand names had become a tool more important than ever when it
comes to brand recognition as well as the general acceptance and perception of a both new
and old brands. In order to approach a consumer who is frequently bombarded with brands
from every possible perspective it is of utmost importance that the name of a brand is
something that on its own shares a certain message. Because of that, brands have started to
focus more and more attention on the name perception and the naming principles which are
rooted in the basic linguistics of languages. By implementing certain principles companies are
able to influence the decision-making process of the consumer and in that way become more
successful. For the world in which people buy things because they want them, and not need
them, the perception a brand name shares to the consumers, as well as the perception a
consumer is developing towards the brand is very significant for a long coexistence of a brand
and the consumer. The empirical part of this paper is focused on the testing of theoretical
background in the real world in order to empirically prove the importance of implementation
of basic branding principles in the brand naming process.

• Ključne riječi: linguistics in brand naming; sound symbolism; alpha-numeric brand names; genericization; brand perception
• Jezik: engleski
• URN:NBN: urn:nbn:hr:148:073280
• Studijski program: Naziv: Master Degree in Business; smjerovi: Marketing na engleskom jeziku, Managerial Informatics, Management, Marketing, Trade and International Business, Leadership; Smjer: Marketing na engleskom jeziku; Vrsta studija: sveučilišni; Stupanj studija: diplomski; Akademski / stručni naziv: magistar/magistra ekonomije (mag.oec.)
• Vrsta resursa: Tekst
• Način izrade datoteke: Izvorno digitalna
• Prava pristupa: Otvoreni pristup
• Datum i vrijeme pohrane: 2022-09-22 08:22:53