Brand Name: “The Importance of Being Earnest”

Michele Fioroni and Garry Titterton

Chapter Chapter 7 in Brand Storming, 2009, pp 56-64 from Palgrave Macmillan

Abstract: Abstract Naming a brand, just like naming a human being, means christening it in some way. When a name is chosen for a child, there can be many reasons behind that choice other than the desire to confer an identity, a character or a personality by means of a particular name: for example, there may be a family ancestor with the same name, or the wish to identify with a historical character or, in any case, with myths from the past. Giving a brand a name almost takes on the function of planning and prognosticating the future and implies, in some way, identification with a destiny.

Keywords: Television Spot; Fast Food Chain; Symbolic Component; Family Ancestor; Show Business (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1007/978-0-230-23351-5_7

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