Langner, Tobias; Esch, Franz-Rudolf; and Rossiter, John R., 2006, Creating powerful brand names, in S. Diehl & R. Terlutter (Eds.), International Advertising and Communication: Current Insights and Empirical Findings, Germany: Deutscher Universitats-Verlag, 182-197.
Brands with a consumer-relevant and unique brand positioning are often preferred in purchase decisions. Hence, conveying a distinctive brand positioning is a key concern of modern brand management. This study considers the contribution brand names can provide to communicate a brand positioning. Recent cognitive theories of conceptual combination fon11 the theoretical basis for analyzing consumer reactions toward brand names. Following these theories, three techniques to integrate brand name and product are developed. Reaction time measurements and association tests show that the techniques presented are an effective and efficient means to convey a brand's positioning.