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A student of Administration and Management analyzes the meaning and phonetics of hundreds of sports brands.
"In Spain we utter evil Nike and Adidas , " he says
"The name is vital for any product on the market.
The brand is what sells, "says Jorge Muñoz Victoria, graduate in Business Administration and Management from the Polytechnic University of Cartagena (UPCT), where he devoted his Final Project to analyze hundreds of brands of sneakers, a study was published in the international journal RICYDE, specializing in sports science, and that earned him second prize in the first edition of the awards Funcarele.
From 845 ensigns of sneakers, students focused on the 239 brands that originated in the sale of these products and concluded that 70% use a name with real meaning, 28% is interpretable only 1.5% of the names have no meaning.
"There's always a reason, semantic, phonetic or associated with a place or a real or mythological character, like Nike, the Greek goddess of victory," says Muñoz Victoria.
"In recent decades, manufacturers are increasingly opting for names that describe or suggest the qualities of the product," highlights the student.
"This work is a novelty in the academic literature on brand identity, is the first systematic research globally," adds the director of the TFG, Jose Antonio Martinez Garcia, a specialist in sports marketing.
The choice of the name of a product is a very important decision, because "brands rarely die and the legacy of the past is a value in itself," says study author.
"If you aspire to sell abroad must take into account how the brand sounds in other languages ​​and the connotations it may have in each region," says the student, who recalls how in Spain say bad the names of the leading sports brands.
"Phonetic force 'Naiki', 'átitas', 'reidiai' or 'keiuaneks' is very different from our pronunciation of Nike, Adidas, Radii or K1x.
The student, who was employed in the finance department of Oxfam in Newcastle thanks to a grant from the UPCT Carthago, works in the company since April Fibracart Technology in the polygon Cabezo Beaza.
"We just born and marketing is still a pending issue.
Go slowly, but we know that will be crucial, "says Muñoz Victoria.
Source: UPCT
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