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Creating strong brand names: A framework for digital practitioners
Journal of Digital & Social Media Marketing,
10
(3),
209-223
(2023)
Abstract
The brand name is a key element of a brand’s identity. However, they are sometimes neglected within the digital domain, affecting how products and firms later perform. This paper reviews the literature, and based thereupon, discusses some key features that make brand names more effective. Features are organised into a framework comprising four broad areas related to firm strategy, consumer processing, language and other aspects. Features are exemplified via brand names from the digital realm with some actionable guidelines provided. The framework offered will help digital practitioners develop stronger brand names, and steer naming practices within the sector towards a more objective, intentional and structured approach.
Keywords: brand; identity; element; name; development; consumer behaviour
The full article is available to subscribers to the journal.
Author's Biography
Francisco J. Conejo is Associate Professor of Marketing, CTT at the University of Colorado Denver. His research intersects branding, psychology and entrepreneurship, and has been published in numerous journals. Before entering academia, Professor Conejo worked extensively in industry, marketing consumer goods and services across a variety of categories. He is an accomplished ethnic marketer, having serviced the Hispanic and African-American consumer markets. He is also an experienced international marketer, having helped take US brands around the world.
