STRATEGIES OF ERGONYM FORMATION: TYPOLOGY, SEMANTICS, AND MARKET IDENTITY

The researchers claim that the naming of brands is a common area of both language and commerce, with the naming choice being a direct factor inthe determination of the brand's position, its differentiation, and consumer's interest in it. By integrating theoretical views and recent empiricalevidence, this research not only points out the significance of the creation of strategic names in the market of today but also gives a framework forevaluating and designing effective commercial names.

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