THE BRAND CREATION PROCESS
Objectives of the identity-based brand development including brand name and company are building and establishing a cohesive, unique brand identity. Essential for this is the congruence of self and external image of the brand.
THE SURVEY OF BRAND IDENTITY
There are many theoretical and practical approaches to the survey of brand identity as the basis of brand name or company name. Consequently, theoretical approaches according to Aaker and Burmann / Meffert, which have proved a practical way.A
BRAND IDENTITY AS A CENTRAL ELEMENT
The central element of the identity-based approach is the brand identity. Identity must ultimately cover brand or company name.
IDENTITY-ORIENTED APPROACH OF BRAND DEVELOPMENT
The naming process is an integral part of brand development. The following are the basic understanding of the main theoretical models.