The corporate brand namingprocess in the net economy

Increasing competition in all kinds of markets makes it necessary for companies to fightfor the customers’ favour. The product or service itself becomes less decisive in thepurchase decision; it is rather the emotional aspects and associations the customerhas with the product that determines the added-value. In line with this development, theconcept of brand has become an important element in today’s business world and hasthus received considerable attention from academic researchers. According to Andersonand Bennett (1988), a brand is a name, term, design, symbol, or any other feature thatidentifies one seller’s good or service as distinct from those of other sellers. Buildingbrand equity is one method for companies to distinguish its own brand from others...