NAMING – A CRIAÇÃO DE NOMES PARA MARCAS
Keywords:
Naming, marcas, criação de nomes.Abstract
O presente artigo teve como objetivo investigar a atividade de criação de nomes para marcas, denominada naming. O estudo foi realizado através da consulta ao trabalho desenvolvido por pesquisadores e profissionais da área de marketing e gestão de marcas, revelando os aspectos essenciais à criação de um bom nome. Neste trabalho foram analisadas as características das marcas, sob a perspectiva nominativa, e os critérios que conferem viabilidade à adoção de um nome criado para uma empresa, produto ou serviço. Tendo em vista a relevância das marcas para o contexto das organizações, verificou-se que a atividade de naming é uma ferramenta de grande utilidade para as empresas que desejam posicionar seus produtos no mercado e construir uma imagem sólida junto aos consumidores.
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