The linguistic analysis of brand names and an application on Ülker and Eti

Since brands provide choice and inspire confidence in the consumers and give them the chance to have products of high quality and value, they are a vital force in today?s marketplace. Brands are also a prerequisite for a dynamic economy, being at the cutting edge of innovation and creating jobs and wealth for the country. At the same time, brands are a vital part of our economy, our culture, and our society. Buyers in every category are affected by this psychological deluge.A key enduring business asset is its identity, the assosiations attached to a firm and its brands. A brand association is anything that is directly or indirectly linked in memory to a brand.Naming a product is far more important than one can imagine. Differentiation is achieved with the name. Drug companies often delve into a weird science that ties symbolism to letters or prefixes when they hunt for the next hot brand name.The brand name should be kept within two or three syllables or under nine letters so people can pronounce and remember it. It shouldn?t be too intimidating in the look, the feel, the tone and the meaning itself. The name also must say something. That's where symbolism can help.Key Words: Brand, Brand Names, Brand Connotations, Brand Identity, Linguistic Analysis, Ülker, Eti