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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2007.1
- 수록면
- 201 - 210 (10page)
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초록· 키워드
This study was carried out with the considerations of understanding a brand and the demand of strategic development of brand naming, as the importance of a brand has become inevitable. To deal with this subject matter, one group of sporting goods and one group of brand names were chosen. The sporting goods group consists of sport clothing, sport drink, and sport rackets which can be easily accessed by consumers and sell relatively frequently. With brand name spectrum utilized, each type of sporting goods came to contain four different brand names: descriptive name, suggestive name, arbitrary name, and coined name. At the first survey, free association images, relevancy, and the degree of preference were examined. After a while, at the second survey, brand recognition and recollection were investigated. This study is not a case study, but the one which includes the relationship between a product and its brand name which was made using brand name spectrum, preferred names of sporting goods consumers, brand recognition, and the analysis of the results. Followings are the analysis of the results: First, descriptive and suggestive brand names turned out more positive than arbitrary and coined brand names in all three categories: free association images, relevancy, and the degree of preference. Second, in whether a brand gained recognition, descriptive and suggestive brand names got higher recognition rates than arbitrary and coined brand names. Lastly, in whether a brand was recollected, descriptive and suggestive brand names had higher recollection rates than arbitrary and coined brand names except that sport rackets with suggestive and arbitrary brand names got higher recollection rates than the one with a descriptive brand name.
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