En la literatura de marketing se considera que la elección de un nombre de marca es una manera de construir valor de marca para un nuevo producto (Aaker, 1996). Centrándose en un sector industrial de gran dinamismo y expansión, como es el de zapatillas deportivas, esta investigación realiza el análisis de las tipologías de nombres de marcas de este producto, con el fin de establecer una descripción de las diferentes formas existentes para construir un nombre de marca, así como su evolución histórica, desde finales del siglo XIX hasta la actualidad. A través del análisis de 196 enseñas originarias de diversos países, y empleando la metodología del análisis de contenido, los resultados muestran un dibujo completo de las formas de nombrar a una marca de calzado deportivo, además de ciertos cambios sustanciales en la tipología de los nombres, tanto a nivel semántico, como fonético y morfológico. Las implicaciones para la gestión de este tipo de productos son discutidas finalmente.

Abstract

The marketing literature considers that choosing the name of a brand is an important concern for executives, in order to build brand equity for a new product (Aaker, 1996). In a dynamic and growing industry such as sport footwear, this research achieved an analysis of the different types of brand names, with the aim to establish a description of the disparate forms of creating a brand name. In addition, this study showed the historical evolution of brand names, from the end of the XIX century to the current days. Through the analysis of 196 brand names coming from divergent countries, and after applying the content analysis method, results showed a complete picture about how to name a sport footwear brand. Moreover, findings indicated several significant changes along time, regarding the form of naming a brand, from the semantic, phonetic and morphologic viewpoint. Implications for the managing of this type of products were finally discussed.

http://dx.doi.org/10.5232/ricyde2014.03705

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