Making Brand Names Catchy: Linguistic Strategies

Subject: Branding
Pages: 2
Words: 283
Reading time:
< 1 min

Linguistically, a trademark genericization can diminish a company’s performance and its brand. Therefore, it is critical to note that branding strategy includes the fact that a trademark must possess a certain amount of aspiration and benchmark identity. The advertising character of a trademark is formed as a result of the totality and high level of qualities: creativity, innovation, durability, optimistic content, and compliance with the principles of humanity and morality. In addition, it includes the presence of a corporate identity based on a trademark, fame, and frequency of application, and productivity. Artistically significant trademarks are beginning to possess advertising power with an effective economic strategy for an advertising campaign. Based on the preceding, it becomes clear the timeliness of determining the key role of trademarks in identifying a brand of the territory is important modern criteria for the quality of brand marks. The creation of a trademark is substantially correlated with the visual and verbal components of the brand’s style, which reflect one or another priority strategy of a country, company, corporation, or specific entrepreneur. Therefore, it is evident that a trademark is a brand identifier.

Only a well-known trademark may be called a brand, which was able to achieve a certain influence on the market. In other words, the brand ensures customer loyalty; that is, the unique characteristics guaranteed by the brand ensure a steady demand for the product. It should be noted that a brand is a positive concept; that is, positive associations with a particular brand are necessary. In addition, a positive reputation is essential for the eyes of the public. Otherwise, the brand may become a trademark or completely leave the market.