Branding a business name

Branding of knowledge-intensive business services

Corporate Branding of E-Business Ventures

Entrepreneurs in electronic markets move in industries where a strong corporate brand can deliver competitive advantage through differentiation. It not only facilitates increased attention. Despite ever-increasing followers and me-too products, it enables a company to build a positive image on behalf of the relevant target groups – be they consumers/customers, shareholders, employees, or indust...

Leadership and branding in business schools: a Bourdieusian analysis

What’s in a Name? Asymmetry of Foreign Branding Effects in Hedonic versus Utilitarian Product Categories

Foreign branding (spelling a brand name in a foreign language) is one way to create desirable product associations. In three empirical studies, we apply justification theory to demonstrate that foreign branding increases purchase likelihood if it is compatible with the product category (e.g., a French brand name for hedonic and a German name for utilitarian products). However, incongruence betw...

Word order rules in business name binomials

Naming practices offer a window onto linguistic processes of productivity that rely on input from interacting streams of information. Previous studies have looked at proper personal names and binomial combinations of proper personal names to show that phonological features such as rhythm, semantic features such as gender, and corpus features such as word frequency play an important role in nami...