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Naming

In: Brand Management

Author

Listed:
  • Oliver Vogler

    (ISM International School of Management GmbH)

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.

Suggested Citation

  • Oliver Vogler, 2026. "Naming," Springer Books, in: Brand Management, chapter 5, pages 91-109, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-50245-4_5
    DOI: 10.1007/978-3-658-50245-4_5
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