Prior research in the domain of brand management suggests
that brand names are key indicators of the products that have become an
imperative asset that influences consumer brand perceptions in today’s highly
competitive environment (Ailawadi & Keller, 2004). Brand names simplify
consumer choices by helping them to recognise products more easily (Friedman,
1985). Well-chosen brand names contribute to the strength of the product. Brand
names that are associated with positive attributes score higher on overall
liking (Kohli & Harich, 2005). Moreover, sounds (phonetic structure) of
brand names may affect consumer attitudes (Yorkston & Menon, 2004).
Although companies tend to use ‘brand names that suggest language origins
different from the brands’ true country-of-origin’ (Samiee, Shimp, & Sharma
2005, p. 391), evidence of consumer preferences for foreign brand names is
limited and ‘the literature on branding in an international context is somewhat
sparse’ (Alashban, Hayes, Zinkhan, & Balazs, 2002, p. 38).