Kegyesné Szekeres, Erika (2012) A cégnév mint márkanév szerepe az üzleti kommunikációban [Firm names as brand names in business communication]. NÉVTANI ÉRTESÍTŐ, 34. pp. 101-114. ISSN 0139-2190 (nyomtatott); 2064-7484 (online)
|
Text
11769-ArticleText-50019-2-10-20230819.pdf - Published Version Available under License Creative Commons Attribution. Download (196kB) | Preview |
Abstract
The witty, pleasant-sounding and legally adequate name of a firm or company contributes to a great extent to the successful establishment of its fame and image. A well-chosen firm name also becomes a brand name, and is often in direct association with the name of the manufactured product or with the specifications of the service offered. Based on the naming practices of logistics and transportation firms, the paper examines brand positioning as a communication strategy, analysing the communicational projections of positioning firm names. The explored data prove that there are some creative linguistic solutions even in the field of logistics and transportation, directly affecting the market position of the firms and companies.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences / társadalomtudományok > HF Commerce / kereskedelem P Language and Literature / nyelvészet és irodalom > P0 Philology. Linguistics / filológia, nyelvészet P Language and Literature / nyelvészet és irodalom > P0 Philology. Linguistics / filológia, nyelvészet > P321.8-P323.5 Etimology, Onomastics / etimológia, onomasztika (névtan) |
| SWORD Depositor: | MTMT SWORD |
| Depositing User: | MTMT SWORD |
| Date Deposited: | 06 Aug 2025 13:28 |
| Last Modified: | 11 Aug 2025 11:52 |
| URI: | https://real.mtak.hu/id/eprint/221892 |
Actions (login required)
 |
Edit Item |
