Description

Brand names are very crucial to the success of a product and the business. To choose the right brand names, business operators need to understand how those names are perceived by their customers. Meaning is one of the most important aspects that all business owners have to consider since it can affect perception of the customers on the products or services under those names. This book introduces an alternative way to analyze meanings, especially semantic meanings, of brand names using Thai products as a case study. The analysis includes 935 brand names of local products and 1,623 brand names of export products. Both product names and trade names are focused in the analysis. It is expected that this approach to brand name analysis should be useful to those professionals who work in Linguistics, Marketing and Communications field. It should also help business operators generate better and more successful brand names for their future products and services.