Putting the Brand Name in Its Right Place

Companies are often preoccupied with the task of choosing a name for a brand. It can be a delicate task with different considerations to make (e.g., cognitive, legal, cultural). However, there are three basic requirements that a brand name must hold to at the outset: being memorable, having a sound pleasant to the ear, and… Read More

Mapping Semantic and Visual Brand Associates

Brand associates are often conceived in verbal terms, as concrete descriptions and more abstract concepts; they may be captured by single words or longer phrases that express thoughts and emotions. But brands may be linked with visual images (pictures, drawings, photos) that capture the same brand ideas, sometimes even more efficiently than verbal expressions. The… Read More