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Estudio sobre el proceso de creación del Naming y la imagen visual de las marcas

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  • Irene Ancin A.

Abstract

La creación del nombre es un elemento fundamental que desarrollan las marcas para posicionarse en la mente del consumidor; dentro del proceso se considera al "naming" como factor fundamental en la búsqueda idónea que represente fonéticamente a la marca, tanto a nivel creativo como comunicacional. El presente estudio analiza las distintas opciones que se valoran para su construcción, considerando la estructura creativa, fonética, idioma, entre otros, como parte de un "sistema marcario" que busca constantemente la diferenciación para alcanzar el posicionamiento que las instituciones necesitan.

Suggested Citation

  • Irene Ancin A., 2018. "Estudio sobre el proceso de creación del Naming y la imagen visual de las marcas," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 243, may.
    • Handle: RePEc:erv:observ:y:2018:i:243:40
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    Keywords

    la imagen visual de las marcas.;

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