Superior brand name types in high & low context cultures
Ugur, Caglar (2013)
Ugur, Caglar
Laurea-ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201301161459
https://urn.fi/URN:NBN:fi:amk-201301161459
Tiivistelmä
This thesis report investigates superior brand name types in Finland and Turkey, which are low and high context cultures respectively.
There are six brand name types in theory. These are descriptive, suggestive, compound, clas-sic, arbitrary and fanciful name types. This thesis research is based on a web-based question-naire. This questionnaire was sent to 100 people and 25 Finns and 25 Turks rated newly cre-ated brand names when the survey was closed. One name was created for each type of name for the same business and there were eight different imaginary companies from different in-dustries.
The survey results were analyzed in excel, using simple methods to determine whether there is a tendency to choose similar name types in each country. According to the results, Finns tend to choose descriptive and suggestive names more than other name types. Finns avoided arbitrary and fanciful names. Turkish respondents however, preferred fanciful and arbitrary names more than other name types. Turks avoided descriptive and suggestive names in gen-eral.
These tendencies could help name creators, such as brand managers or entrepreneurs, to de-cide on a company name. This thesis could also be used as a starting point for further devel-opment of naming strategies in international companies where the customers belong to high and low context cultures. Since it is known now which type of names are favored, new names can be created in each popular name type taking linguistic perspectives into account.
This thesis is written in such a way that the readers are presented with a concise overview of the differences between Finnish and Turkish cultures. Moreover, they can see how these dif-ferences are reflected in national preferences for types of brand name.
There are six brand name types in theory. These are descriptive, suggestive, compound, clas-sic, arbitrary and fanciful name types. This thesis research is based on a web-based question-naire. This questionnaire was sent to 100 people and 25 Finns and 25 Turks rated newly cre-ated brand names when the survey was closed. One name was created for each type of name for the same business and there were eight different imaginary companies from different in-dustries.
The survey results were analyzed in excel, using simple methods to determine whether there is a tendency to choose similar name types in each country. According to the results, Finns tend to choose descriptive and suggestive names more than other name types. Finns avoided arbitrary and fanciful names. Turkish respondents however, preferred fanciful and arbitrary names more than other name types. Turks avoided descriptive and suggestive names in gen-eral.
These tendencies could help name creators, such as brand managers or entrepreneurs, to de-cide on a company name. This thesis could also be used as a starting point for further devel-opment of naming strategies in international companies where the customers belong to high and low context cultures. Since it is known now which type of names are favored, new names can be created in each popular name type taking linguistic perspectives into account.
This thesis is written in such a way that the readers are presented with a concise overview of the differences between Finnish and Turkish cultures. Moreover, they can see how these dif-ferences are reflected in national preferences for types of brand name.