Issue 4, 2008

Starov S. A. Verbal Identifiers as External Distinctive Attributes of the Brand

The article is devoted to examining verbal identifiers which represent key external attributes of a brand and allow to differentiate that brand from competitor’s brands. This article provides thorough analysis of the main stages of successful naming process and reflects the major peculiarities of developing brand names in Russia. Special attention is addressed to the problems of brand name choice using the compensatory model of decision making. The slogans classification and the study of preconditions for effective slogans development deserve special consideration. The article can be used for the course «Brand Management» of Bachelor and MBA Programs. Keywords: Brand Verbal Identifiers, Brand Positioning, Naming, Brand Name, Compensatory Model of Decision Making, Slogan, Strategic Slogan, Tactical Slogan.

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