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Anthroponimic brand as a result of branding personification tendency


Andrey Kovtunov, Larisa Cherednichenko, Vladimir Sinov
(about the authors)

Kovtunov Andrey Fedorovich – Postgraduate, Chair of Marketing, St.-Petersburg State University of Economy and Law

Cherednichenko Larisa Evgenyevna – Cand. of Econ. Sci., Associate Professor, Chair of Technology and Organization of Food Industries, Novosibirsk State Technical University

Sinov Vladimir Vasilyevich – Cand. of Econ. Sci., Professor, Saint Petersburg State University of Economics and Finance “New Literacy” of XXI century

Published in:
Creative Economy
– № 7 / July, 2011



Keywords: advertisement, anthroponim, anthroponimic brand, branding, individuality of brand, mark, marketing communications


Citation:
Andrey Kovtunov, Larisa Cherednichenko, Vladimir Sinov (2011). Anthroponimic brand as a result of branding personification tendency. Creative Economy, 5(7), 146-152. — url: http://bgscience.ru/com/lib/661


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Abstract:

The paper researches the tendency of personification of trade marks and brands. The author concludes that anthroponimic brand is a result of such process, which includes besides other things identify component. In connection with this the author presupposes, that anthroponimic brand has higher communicative efficiency.







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