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Brand Name: “The Importance of Being Earnest”

In: Brand Storming

Author

Listed:
  • Michele Fioroni
  • Garry Titterton

Abstract

Naming a brand, just like naming a human being, means christening it in some way. When a name is chosen for a child, there can be many reasons behind that choice other than the desire to confer an identity, a character or a personality by means of a particular name: for example, there may be a family ancestor with the same name, or the wish to identify with a historical character or, in any case, with myths from the past. Giving a brand a name almost takes on the function of planning and prognosticating the future and implies, in some way, identification with a destiny.

Suggested Citation

  • Michele Fioroni & Garry Titterton, 2009. "Brand Name: “The Importance of Being Earnest”," Palgrave Macmillan Books, in: Brand Storming, chapter 0, pages 56-64, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23351-5_7
    DOI: 10.1007/978-0-230-23351-5_7
    as

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