The paper looks into the problem of naming companies in Romania, and how company names may influence the image it may convey to business partners and/or clients. It is a research on going behind the name to discover whether it can truly communicate the intended message. Also, it will show the close relationship between the marketing and branding process and the chosen company name.
Lucrarea priveşte problema denumirii companiilor în România şi cum numele acestor companii pot influenţa imaginea pe care o oferă partenerilor de afaceri şi/sau clienţilor. Este o cercetare care merge dincolo de nume pentru a descoperi dacă poate comunica cu adevărat mesajul intenţionat. De asemenea, va arăta strânsa relaţie dintre procesul de marketing şi de branding şi numele ales de companie.
Key words:
company naming, reference, referent, signifier, signified
denumirea companiilor, referinţă, referent, semnificat, semnificant
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