Naming process, theory vs practice

Abstract

The Brand is the foundation of good trademark; this is one of the most important intangible attributes of a company. Currently branding is not simply a strategy to identify and differentiate the product, but the semiotic fuel that drives corporate identity, furthermore, the brand must also be created to motivate consumer’s participation in digital media. This research aims to identify the characteristics that literature records about naming and its impact on the process of creating a brand, compare them with expert opinions and finally systematize a naming strategy that takes into account both theoretical and practical aspects. Secondary sources were reviewed and compared with semi-structured interviews conducted to advertising and marketing experts, so this research has a descriptive, transversal, Non-experimental, qualitative methodological approach. The obtained data shows that empiricism and literature come together in an organic way when talking about brand components. From experience, experts know that certain characteristics must be present for their functionality when positioning it; While the literature emphasizes that in addition to facilitating positioning, these components can appeal to consumer psychology, as does the symbolism of sound.