Brand name

The brand name is regarded as an essential part of the brand and the foundation for marketing communication efforts. Brand names not only helps identify the product but also acquire a rich set of symbols and meanings embodied by products. For successfully developed and managed brand names, the associations that consumers make with the brand name creates value, or brand equity, that can be a highly valued asset to the company that owns the brand. A meaningful name is one that conveys relevant information about the product, or an important product attribute, or establishes a connection between the product and the product category. Marketing practice, as well as theoretical and empirical research, has suggested that meaningful brand names are easier to remember and recall than non-meaningful brand names, and also that meaningful brand names are generally preferred over non-meaningful brand names. Brand awareness and brand name plays an important role on purchase intention because consumers tend to buy a familiar and well known product.