The brand name from the expert’s view: a new analysis proposal for the measurement of opinions from professional branders

Abstract

Until now, the academic world has not studied the major role which the professional branding managers play, since in the end —and without forgetting the jurists and experts in industrial property—, they are the persons who create, develop and communicate the brand names, both the corporate brands and those of products and services. In this article, we propose a new, refreshing and necessary view about the parameters and criteria which some renowned experts from four different professional fields have considered concerning the discipline of Naming. By means of a structured survey to 20 acclaimed international and Spanish experts in corporate branding and/or naming, we seek to explore the opinions and visions of the creative experts and managers of names about their neuralgic aspects. The survey is structured into five blocks or thematic areas of naming to find out which denominative criteria are valued for the construction of the verbal identity of the companies and organizations by the experts.