A cégnév mint márkanév szerepe az üzleti kommunikációban
Megjelenés dátuma: 2012
Kulcsszó: márkanév
cégnév
márkázás
branding
márkapozicionálás
marketingkommunikáció
áru
jelenkori
német
magyar
cégnév
márkázás
branding
márkapozicionálás
marketingkommunikáció
áru
jelenkori
német
magyar
Abstract:
ERIKA KEGYES, Firm names as brand names in business communication //
The witty, pleasant-sounding and legally adequate name of a firm or company contributes to a
great extent to the successful establishment of its fame and image. A well-chosen firm name also
becomes a brand name, and is often in direct association with the name of the manufactured product
or with the specifications of the service offered. Based on the naming practices of logistics and
transportation firms, the paper examines brand positioning as a communication strategy, analysing
the communicational projections of positioning firm names. The explored data prove that there are
some creative linguistic solutions even in the field of logistics and transportation, directly affecting
the market position of the firms and companies.