La importancia del nombre de marca; revisión de la literatura

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

ISSN: 1852-2300

Año de publicación: 2014

Número: 12

Páginas: 3-32

Tipo: Artículo

DOI: 10.17979/REDMA.2014.01.012.4815 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Redmarka: revista académica de marketing aplicado

Resumen

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.

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Fuente de los datos: Dialnet