| Summary: | 碩士 === 逢甲大學 === 國際貿易所 === 92 === The coice of new brand name is a very important marketing decision. The brand name is just like a signal or a cue, communicating product information, product characteristics to consumers. Nowadays is the international age, whether foreign brand companies purpose to enter into one domestic market, or domestic companies plan to build an interanational brand, one of the first problems they faced is the choice of brand name and the translation methods. Recognizing the importance of the role of brand name in the marketing campaign, several previous researches investigated the design of new brand name. Howerver, different product categories characteristics, different consumers’ product involvement, and different levels of brand consciousness will result in different appropriateness of the same brand naming method. In view of this, this study aim to probe into the more effective choice of new brand name suggestiveness and translation methods under different product categories, product involvement, and brand consciousness.
In this study, a 2 (brand name suggestiveness: suggestive versus nonsuggestive) × 4 (translations methods: no translation, phonetic, semantic, phonosemantic) × 3 (product categories: hedonic, utilitarian, and hybrid) experiment design were conducted. The author use descriptive analysis and MANOVA to analyze the data, and obtain the following important findings:
(1) Brand name suggestiveness with different translation methods will trigger different levels of consumers’ evaluations.
(2) Different product categories characteristics will suit to different brand name suggesitveness and translation methods.
(3) Carefully choosing appropriate brand name suggesiveness and translation methods could enable a company to effectively communicate the procut benefits and characteristics to consumers.
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