De la nume la brand. Calitatea de conector social a numelor de companie
From Name to Brand – The Role of Social Connector of the Company Name

Summary/Abstract: : The hereby article dwells upon the relevance of a company's name, from the perspective of business creators whose opinion is mostly relevant on a name's role and influence over the social engagement. In the last half of a century the process of transition from a personal view towards a professionally assisted and specialized approach has been constantly accelerated, under the relentless pressure of competition, technology and information release. Simultaneously, the absorption of the essential meaning of the name from the domain of linguistic and semantic research into the area of marketing and social studies, has thrusted the name in the category of commercial branding, with a very specific role in building a company's identity. The management of this new capital of image has become a priority in the relationship between commercial entities, consumers and business partners, gaining a vital role in the process of generating revenue and success. The quality research was carried out on a number of 21 Romanian entrepreneurs (10 women and 11 men), owning business within various industry branches, and having a continuous working experience between 5 and 25 years. The undergone interviews aimed at establishing the connections between these people's choices for names and the subsequent impact, at management, financial, and social level

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