La importancia del nombre de marca; revisión de la literatura

  1. José Antonio Martínez
Journal:
Redmarka: revista académica de marketing aplicado

ISSN: 1852-2300

Year of publication: 2014

Issue: 12

Pages: 3-32

Type: Article

DOI: 10.17979/REDMA.2014.01.012.4815 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Redmarka: revista académica de marketing aplicado

Metrics

Cited by

  • Dialnet Métricas Cited by: 1 (18-02-2024)
  • Dimensions Cited by: 0 (14-01-2024)

CIRC

  • Social Sciences: C

Dimensions

(Data updated as of 14-01-2024)
  • Total citations: 0
  • Recent citations (2 years): 0

Abstract

Las marcas son un elemento fundamental en la sociedad de consumo, añaden valor a los productos a través del conjunto de significados que las personas asocian a éstas, lo que proporciona una serie de ventajas a nivel de marketing. El nombre de marca puede ayudar a construir esas asociaciones en base a unas características propias, semánticas, fonéticas y morfológicas. El objetivo de esta investigación es realizar una revisión sobre qué aspectos la literatura ha destacado como relevantes para crear un nombre de marca, con el fin de esclarecer su efecto en el consumidor, así como mostrar la evidencia empírica que sustenta o, por el contrario, cuestiona alguno de los mantras que los académicos y profesionales del marketing solemos alimentar. Se muestran, además, ejemplos concretos e ilustrativos al respecto.

Bibliographic References

  • Abel, G. A., and Glinert, L. H. (2008). Chemotherapy as language: Sound symbolism in cancer medication names: Social Science and Medicine, 66(8), 1863-1869.
  • Ahn, H. and La Ferle, C. (2004). Enhancing recall and recognition for brand names and body copy. Journal of Advertising Research, 37(3), 107-117
  • Allison, R. I. and Uhl, K. P. (1964). Influence of Beer Brand Identification on Taste Perception. Journal of Marketing Research, 1(agosto), 36–39.
  • Ang, S. H. (1997). Chinese Consumers' Perception of ABN. Asia Pacific Journal of Marketing and Logistics, 8(1), 31-48
  • Aranda, C. (2007). La formación analógica de palabras y los rasgos formales específicos de los nombres de marca, del naming. Interlingüística, 17, 161-167
  • Argo, J. J., Popa, M., and Smith, M. C. (2010). The sound of brands. Journal of Marketing, 74(4), 97-109.
  • Ariely, D. (2010). The upside of irrationality. Harper Collins.
  • Aura, S. and Hess, G. D. (2004). What’s in a Name? CESifo Working Paper Series, No. 1190, 2004.
  • Bertrand, M. and Mullainathan, S. (2004). Are Emily and Greg more employable than Lakisha and Jamal? A Field Experiment on Labor Market Discrimination. American Economic Review, 94(4), 991-1013
  • Bradley, S. D., and Meeds, R. (2002). Surface-structure transformations and advertising slogans: The case for moderate syntactic complexity. Psychology and Marketing, 19(7–8), 595-619.
  • Chan, A.K.K. and Huang, Y.Y. (1997). Brand naming in China: a linguistic approach, Marketing Intelligence and Planning, 15(5), 227-234.
  • Charmasson, H. (1988). The Name Is the Game: How to Name a Company or Product. Homewood, IL: Dow Jones-Irwin.
  • Cmdsport.com (2011). Puma y Estudio 2000 iniciarán un nuevo arbitraje en un plazo de seis meses. Recuperado de: http://www.cmdsport.com/noticia/14354/Proveedores/puma-estudio-2000.html [Acceso 31 Marzo 2013].
  • Cmdsport.com (2010). Estudio 2000 pierde la licencia de Puma. Recuperado de: http://www.cmdsport.com/noticia/11501/Proveedores/estudio-2000-puma.html [Acceso 31 Marzo 2013].
  • Coombe, R. J. (1998). The Cultural Life of Intellectual Properties: Authorship, Appropriation, and the Law (Post-Contemporary Interventions) Duke University Press Books.
  • Corder, C. (1986). Adimpact: A multi-media advertising effectiveness. Economics, 7(4), 243-247.
  • Dahlén, M., Rosengren, S., Törn, F. and Öhman, N. (2008). Could placing ads wrong be right? Journal of Advertising, 37(3), 57-67.
  • Dimofte, C. V. and Yalch, R. F. (2011). The mere association effect and brand evaluations. Journal of Consumer Psychology, 21, 24-27.
  • Fryer R. andLevitt S. (2004). The causes and consequences of distinctively Black names. Quarterly Journal of Economics, 119(3), 767-805.
  • García, M. (1999). Las claves de la publicidad. Madrid: Esic Editorial.
  • Gaviria, A., Medina, C. and Palau, Mª del Mar (2010). Las consecuencias económicas de un nombre atípico. El caso Colombiano. El Trimestre Económico, 77(3), 535-556.
  • Gunasti, K. and Ross, W. T. Jr. (2010). How and when alpha-numerical brand names affect consumer preferences. Journal of Marketing Research, 47,1177-1192.
  • Healey, M. (2009). ¿Qué es el branding? Barcelona: Gustavo Gili.
  • Herrero, J.L. (2007). Marcas comerciales y diccionarios, en M. Campos Souto, R. Cotelo García y J. I. Pérez (eds.). Historia del léxico español. Anexos de Revista de Lexicografía 5. La Coruña: Servizo de Publicacións Universidade da Coruña, 59-70.
  • Hoek, J., Gendall, P. (2012). Colors, Brands, and Trademarks: The Marketing (and Legal) Problem Of Establishing Distinctiveness. Journal of Advertising Research, 50(3), 316-322.
  • Hollister, G. (2008). Out of Nowhere: The Inside Story of How Nike Marketed the Culture of Running. Meyer and Meyer Fachverlag und Buchhandel GmbH.
  • Hull, A.J. (1975). Nine Codes: A Comparative Evaluation of Human Performance with Some Numeric, Alpha and Alpha-Numeric Coding Systems. Ergonomics, 18(5), 567-576.
  • Inta.org (2003). Nike defeats Cidesport in China. Recuperado de: http://www.inta.org/INTABulletin/Pages/NikeDefeatsCidesportinChina.aspx [Acceso 31 Marzo 2013].
  • John, D., R. Loken, B., Kim, K., and Monga, A. B. (2006). Brand Concepts Maps; A methodology for identifying brand associations networks. Journal of Marketing Research, 43, 549-563.
  • Jorda-Albiñana, B., Ampuero-Canellas, O., Gonzalez-del-Rio, J. and Magal-Royo, T. (2010). Análisis lingüístico de los nombres de marcas españoles, Revista de Lingüística y Lenguas Aplicadas, 5, 79-90.
  • Kalist, D. E. and Lee. D. Y. (2009). First Names and Crime: Does Unpopularity Spell Trouble?, Social Science Quarterly. Southwestern Social Science Association, 90(1), 39-49.
  • Klink, R. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 11(1), 5-20.
  • Kohli, C, S. and Suri, R. (2000). Brand Names that Work: A study of the Effectiveness of Different Types of Brand Names. Marketing Management Journal, 10(2), 112–120.
  • Kohli, C. and LaBahn, D.W. (1997). Creating effective brand names: a study of the naming process. Journal of Advertising Research, 37(1), 67-75.
  • Kohli, C., Suri, R. and Thakor, M. V. (2002). Creating Effective Logos: Insights From Theory and Practice. Business Horizons, 45(3), 58-64.
  • Laham, S. M., Koval, P., and Alter, A. (2012). The name pronunciation effect: Why people like Mr. Smith more than Mr. Colquhoun. Journal of Experimental Social Psychology, 48, 752-756.
  • Lowrey, T. M. and Shrum, L. J. (2007). Phonetic symbolism and brand name preference. Journal of Consumer Research, 34, 406-415.
  • Lowrey, T. M., Shrum, L. J. and Dubitsky, T. M. (2003). The relation between brand-name linguistic characteristics and brand-name memory. Journal of Advertising, 32(3), 7-17.
  • Martín, E. (2009). Nominología: cómo crear y proteger marcas poderosas a través del naming. Madrid: Fundación Confemetal .
  • Martínez, J. A. (2013). Do names matter? The influence of names on perception about professionals in Spain. Economic and Business Letters, 2(2), 66-74.
  • McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M. and Montague, P. R. (2004). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks, Neuron, 44(October), 379–387.
  • McQuarrie, E. F.,; Mick, D. G. (1999). Visual rhetoric in advertising text: Interpretive, experimental, and readerresponse analyses. Journal of Consumer Research, 26(1), 37-54.
  • Mehrabian, A. and Piercy, M. (1993). Positive or Negative Connotations of Unconventionally and Conventionally Spelled Names. Journal of Social Psychology, 133(4), 445-451.
  • Mehrabian, A. (2001). Characteristics Attributed to Individuals on the Basis of Their First Names. Genetic, Social, and General Psychology Monographs, 127(1), 59-88.
  • Morales, J. F., Moya, M.C., Gaviria, E. and Cuadrado, I. (eds.) (2007). Psicología Social, Tercera Edición, Madrid: McGrawHill
  • Norton, M. I., Frost, J. H. and Ariely, D. (2007). Less is more: The lure of ambiguity, or why familiarity breeds contempt. Journal of Personality and Social Pyschology, 92(1), 97-105.
  • Noticias.com (2005). Un juzgado de Barcelona ordena el embargo de los derechos de propiedad industrial de Nike en España. Recuperado de: http://www.noticias.com/un-juzgado-de-barcelona-ordena-el-embargo-delos-derechos-de-propiedad-industrial-de-nike.34911 [Acceso 31 Marzo 2013].
  • Park, C. W., Eisingerich, A. B., Pol, G. and Park, J. W. (2013). The role of brand logos in firm performance. Journal of Business Research, 66, 180-187.
  • Pavia, T. (1994). Brand Names and Consumer Inference: the Effect of Adding A Numeric Component to A Brand Name", in Advances in Consumer Research Volume 21, eds. Chris T. Allen and Deborah Roedder John, Advances in Consumer Research Volume 21 : Association for Consumer Research, Pages: 195-200.
  • Peterson, R.A. and Ross, I. (1972). How to name new brands. Journal of Advertising Research, 12(6), 29-34.
  • Petty, R. E., Cacciopo, J. T., and Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135−146.
  • Pinkermoda.com (2005). Nike puede usar de nuevo su nombre en España. Recuperado de: http://www.pinkermoda.com/pm/noti.jsp?idNoticia=46093.
  • Reinman, M., Zaichkowsky, J., Neuhaus, C., Bender, T., and Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychologycal investigation. Journal of Consumer Psychology, 20, 431-44.
  • Robertson, K. (1989). Strategically desirable brand name characteristics. Journal of Consumer Marketing 6(4), 61-71.
  • Sapir, E. (1929). A Study in Phonetic Symbolism. Journal of Experimental Psychology, 12, 225-239.
  • Schembri, S., Merrilees, B., and Kristiansen, S. (2010). Brand consumption and narrative of the self. Psychology and Marketing Journal, 27(6), 623-637.
  • Seize9 (23 de noviembre de 2012). Corea del Norte vs Asics [Mensaje de Blog]. Recuperado de: http://seizenine.blogspot.com.es/2012/11/corea-delnorte-vs-asics.html.
  • Seize9 (29 de junio de 2013). #Top 3 de los peores nombres de zapatillas [Mensaje de Blog]. Recuperado de: http://seizenine.blogspot.com.es/2013/06/top3-de-los-peores-nombres-dezapatillas.html.
  • Shilbury, D., Westerbeek, H., Quick, S., and Funk, D. C. (2009). Strategic sport marketing. Third edition. Allen and Unwin.
  • Shrum, L.J., Lowrey, T., Luna, D., Lerman, D. and Liu, M. (2012). Sound Symbolism Effects Across Languages: Implications for Global Brand Names. International Journal of Research in Marketing, 29, 275-279.
  • Smit, B. (2008). Sneaker wars. New York: Harper Collins.
  • Smith, G. W. (1998). The political impact of name sounds. Communication Monographs, 65(2), 154-172.
  • Strasser, J. B. and Becklund, L. (1991). The story of Nike and the men who played there. San Diego: Harcourt Brace Jovanovich.
  • Trubetzkoy, N. (1939). Grundzüge der Phonologie. Prag. [Bd. 7, Travaux du Cercle Linguistique de Prague.]
  • Twenge, J. M. and Manis, M. (1998). First-Name Desirability and Adjustment: Self-Satisfaction, Others’ Ratings, and Family Background. Journal of Applied Social Psychology, 28(1), 41-51.
  • Uy, D. and Janiszewski, C. (2009). The Affective Consequences of Alpha-Numeric Branding. Working paper.
  • Vanden Bergh, B.G. (1983). More chickens and pickles. Journal of Advertising Research, 22 (December-January), 44.
  • Wheeler, A. (2009). Designing brand identity. Wiley.
  • Yan, D and Duclos, R. (2013). Making sense of numbers: Effects of alphanumeric brands on consumer inference. International Journal of Research in Marketing, 30(2), 179–184.
  • Yorkston, E. and Menon, G. (2004). A sound idea; Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 33, 43-52.
  • Zinkhan, G. M. and Martin, C. R. (1987). New Brand Names and Inferential Beliefs: Some Insights on Naming New Products. Journal of Business Research, 15(2), 157-172.