Brand Naming: Sound Symbolism, Brand Preference and Brand Performance

Duduciuc, Alina; Ivan, Loredana

doi:10.29358/sceco.v0i20.275

Cited by 4 publications

(2 citation statements)

References 13 publications

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“…Further research on phonetic symbolism could investigate how other variables, for instance the type of product (food, electronics, automobiles, body care products) and the other socio-demographics (income, education) fit with the sounds as well as with the concept of the brand. Nevertheless, the current study could be considered the second stage in researching the brand names effects on young consumers (Duduciuc & Ivan, 2014) and could be link to the similar attempts (Chelcea, 2012) to develop the applied advertising research in Romania.…”

Section: Resultsmentioning

confidence: 99%

Advertising Brands by Means of Sounds Symbolism: The Influence of Vowels on Perceived Brand Characteristics

Duduciuc

2015

SCECO

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Section: Resultsmentioning

confidence: 99%

Advertising Brands by Means of Sounds Symbolism: The Influence of Vowels on Perceived Brand Characteristics

Duduciuc

2015

SCECO

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“…The digital marketing department that advances marketing promotions based on a calendar has an aim of achieving a successful online sales campaign. Consistent brand messages encourage target groups and start the development of long run oriented business relations (Duduciuc & Ivan, 2014;Erkollar & Oberer, 2010;Grigore, Florica, & Catalina, 2010;Lakeworth, 2008). The main purpose of the brand awareness side is to build a brand image in the eyes of the customer through creative online advertisements.…”

Section: The Literature Reviewmentioning

confidence: 99%

Digital marketing planning with the brand dashboard approach

Erkollar¹,

Oberer²

2017

MBR

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A brand is a name, a symbol, a term or a design which identifies an organizations goods and services as distinct from those of other organizations. Brands support customers in their decision making processes and add to an organization's reputation. Branding is the process of providing goods and services with the power of a brand. It is the communication of values, attributes, and characteristics of goods and services, clarifying what a particular brand is. In this study a multidimensional brand dashboard was developed and implemented in a company operating the plastics industry in Europe, focusing on three main markets, namely packaging, automotive, and building and construction, launching one master brand and three sub brands on the different markets. Objectives of the project were to deliver better brand briefs, get a greater visibility of projects in the pipeline and improve the master brand / sub brand management portfolio, with a series of indicators which are applied such as accuracy of branded materials, on time delivery, preservation of brand values, and equity. The results of the study revealed that within the one year pilot phase, the values of the main indicators including brand development index and brand equity improved significantly. Newly implemented indicators such as brand influence rate, brand cross index and brand penetration index have all values within predefined ranges. Generally, the brand management portfolio could be improved in terms of master brand /sub brand matrix levels and accuracy of brand materials.

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