Creating strong brand names: A framework for digital practitioners

Francisco J. Conejo
Additional contact information
Francisco J. Conejo: University of Colorado Denver, USA

Journal of Digital & Social Media Marketing, 2023, vol. 10, issue 3, 209-223

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/7518/download/ (application/pdf)
https://hstalks.com/article/7518/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2023:v:10:i:3:p:209-223

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().