Firm names as brand names in business communication

Abstract

Firm names as brand names in business communication  

The witty, pleasant-sounding and legally adequate name of a firm or company contributes to a great extent to the successful establishment of its fame and image. A well-chosen firm name also becomes a brand name, and is often in direct association with the name of the manufactured product or with the specifications of the service offered. Based on the naming practices of logistics and transportation firms, the paper examines brand positioning as a communication strategy, analysing the communicational projections of positioning firm names. The explored data prove that there are some creative linguistic solutions even in the field of logistics and transportation, directly affecting the market position of the firms and companies.