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http://dx.doi.org/10.14479/jkoos.2016.21.3.181

Study on Brand Naming of Optical Shop through Creation of Alternative  

Hong, Sung-Il (Dept. of Optometry and Vision Science, Kyungwoon University)
Kwak, Ho-Weon (Dept. of Optometry and Vision Science, Kyungwoon University)
Publication Information
Journal of Korean Ophthalmic Optics Society / v.21, no.3, 2016 , pp. 181-189 More about this Journal
Abstract
Purpose: This study aims to understand effective brand naming process of an optical shop brand by a research of brand naming process of optical shop through creation of alternative. Methods: It investigated brand naming process such as character abstraction, target grasp, naming direction set, naming development and etc of an optical shop. It also looked into characteristics of alternative creation patterns such as words mix, typifier, sentence making, part words mix and etc and then, it investigated brand naming examples. Results: Creation of alternative is a phase of brand naming which has to be refined on the basis of creation of abundant alternatives and then to be developed to a brand name. This study suggested examples of brand names of optical shops which were made and adopted by creation of alternative. Conclusions: Creation of alternative in brand naming complies with concept, and it has systemic process and objective selection as an effective way in association of brand and searching words. It is necessary to have brand naming works through creation of alternative for the purpose of individual and strong brand name with desirable association and differentiation of an optical shop.
Keywords
Create of alternative; Optical shop brand; Brand naming; Brand name;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
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