Abstract:

The paper analyzes the perception of brand names of fast moving consumer goods by the target audience. The survey was carried out among experts to find out the correlation between brand names and the following marketing criteria: targeting, positioning, individuality and originality. Having studied the names of different product categories (foods and beverages), the authors of the paper arrived at the conclusion about the importance of a brand name clear perception by the consumers, the basis being the product’s name developing marketing associations connected with the promoted product in the target audience consciousness.