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As we begin Part Two of the book, turning our attention to successful brand implementationBrand implementation, let us revisit the brand definition provided earlier (Fig. 1.1): “A brand is a name or sign with (graphical) recognition value in a commercial context.” While the graphical and symbolic elements of a brand will be discussed in the chapter on branding and design (Chap. 7), this chapter focuses on the naming aspect of brands.

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Naming

  • 章节

  • 发表日期：

    2026年

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  • Oliver Vogler

摘要

As we begin Part Two of the book, turning our attention to successful brand implementationBrand implementation, let us revisit the brand definition provided earlier (Fig. 1.1): “A brand is a name or sign with (graphical) recognition value in a commercial context.” While the graphical and symbolic elements of a brand will be discussed in the chapter on branding and design (Chap. 7), this chapter focuses on the naming aspect of brands.