El nombre de marca: interrelación de factores lingüísticos y corporativos

Jimena González-del-Río, Olga Ampuero-Canellas, Begoña Jordá-Albiñana, Teresa Magal-Royo

Abstract

In the process of creating a brand name, both linguistic and marketing are involved. This paper aims to describe the relationship between linguistic factors of brand name and corporate or business factors. To achieve this, an analysis of the linguistic content of 141 Spanish brand names has been done. These brands have been compared according to sector of activity, year of foundation and countries where the company is present. The results show that the studied corporate values do not influence extensively on linguistic features of the brand name in general, but they do influence in some of them in the language or the name’s origin. Therefore, business characteristics must be taken into account when creating a brand’s name.


Keywords

Brand names; Spain; Applied linguistics

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