Wpływ elementów nazwy na wizerunek marki – wyniki badań empirycznych
Effect of the suggestive name elements on the brand name - results of empirical research

Summary/Abstract: The objective of this article is to asses the ability of different types of brand names to provide information about the destination brand image, based only on brand’s name. The experiment applied in this study relies on a comparison of seven different types of names, that have been built with suggestive elements (letters, morphemes and words), that could suggest associations with brand image or with non-suggestive elements on the brand image. The names were created based on the results reported by R. Klink [2000], the brand name dimensions and types of name construction. This study confirmed the positive effect of the suggestive name elements on the brand name and helped get the answer to the question: which types of names, and in what way, inform about brand image consistent with a brand name.

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