This expanded study explores the grammar of successful brand names in Korean from a linguistic perspective. Specifically, this study investigates the linguistic principles of brand names in Korean based on analyses of 568 successful Korean brand names ...

This expanded study explores the grammar of successful brand names in Korean from a linguistic perspective. Specifically, this study investigates the linguistic principles of brand names in Korean based on analyses of 568 successful Korean brand names. We first looked at selected brands from three linguistic areas: phonetic/phonological features, morphological/ syntactic structures, and semantic interpretations. Based on the analyses, the proposed seven research hypotheses governing the naming of successful Korean brands were verified. Each of the major linguistic components proves to be effective, and this result may set up a general branding framework applied to all products. A knowledge base of the best practices in the brand-naming must serve a base model for successful brand management. Understanding the underlying causes for the successes in the naming of brands will enable firms to better do business and to efficiently use resources.