Navigating brand identity: A Semiotic approach for choosing an organization’s brand name

Frederik Hertel, Michelle Wicmandy

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review

Abstract

Choosing the right brand name for an organization is a critical marketing decision that influences the organization's opportunities and, in some cases, its future survival. The essence of a brand is to produce a positive image or idea and instills trust by delivering on its promises. This article introduces a new Semiotic model for producing and assessing acceptable brand names for organizations.
Original languageEnglish
Title of host publicationNavigating brand identity: A Semiotic approach for choosing an organization’s brand name
Publication dateJan 2024
Publication statusPublished - Jan 2024
EventIABPAD 2024 - New Orleans, United States
Duration: 3 Jan 20246 Jan 2024

Conference

ConferenceIABPAD 2024
Country/TerritoryUnited States
CityNew Orleans
Period03/01/202406/01/2024

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