METHODOLOGY FOR EVALUATION THE COMPETITIVENESS OF THE NAMES OF TOURIST INFRASTRUCTURE ESTABLISHMENTS IN THE FORM OF PERSONAL NAMES
Abstract
The article considers the problem of evaluation the competitiveness of a commercial brand name. For this the names of tourist infrastructure establishments in the form of a personal name were using as an example. It is noted that in the modern world branding trends are increasing, companies are paying more and more attention and funding to creating the positive image. Branding becomes an important component of the formation of the firm's competitiveness. As a result, the role of naming, as a part of branding related to the choice of a brand name, is also increasing. The authors developed and substantiated a methodology for evaluation the competitiveness of company names based on the three-level theory of text comprehension. According to the proposed methodology, the influence of the name on the consumer's mind is evaluated at the levels of perception, rational understanding, and emotional interpretation. The criteria of reception activity, significant impact on consumer expectations, adequacy and completeness of interpretation and assessment of attractiveness were used to assess competitiveness. With the help of these parameters, it became possible to identify the difficulties in the perception of the brand name and the specifics of its impact on consumer expectations. These parameters also allow to demonstrate the specifics of rational understanding, and to assess the attractiveness of the name. The potential of this method is demonstrated on the example of assessing the competitiveness of tourist infrastructure establishments’ names in the form of a personal name. In particular, in the process of such examination, the most competitive nomination models in the form of personal names were revealed. Thus, it is emphasized that unusual and unexpected names complicate perception and provoke criticism already at the initial stages of understanding. Using personal names as company names is a good nomination model for cafes. Names in the native language are more suitable for food establishments, while English-language options are better accepted for hotels. In the nomination of cafes and hotels, the advantage of the emotional evaluation is given to the brand names of the women's article.
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