Naming

Oliver Vogler ()
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Oliver Vogler: ISM International School of Management GmbH

Chapter 5 in Brand Management, 2026, pp 91-109 from Springer

Abstract: Abstract As we begin Part Two of the book, turning our attention to successful brand implementationBrand implementation, let us revisit the brand definition provided earlier (Fig. 1.1): “A brand is a name or sign with (graphical) recognition value in a commercial context.” While the graphical and symbolic elements of a brand will be discussed in the chapter on branding and design (Chap. 7), this chapter focuses on the naming aspect of brands.

Date: 2026
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DOI: 10.1007/978-3-658-50245-4_5

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