Análisis lingüístico y valoración de la eficacia de los nombres de marca de las ONG españolas

Olga Ampuero-Canellas; Jimena Gonzalez-del-Rio; Begoña Jorda-Albiñana; Nereida Tarazona-Belenguer

doi:10.4995/rlyla.2018.7711

Authors

Olga Ampuero-Canellas Universitat Politècnica de València
Jimena Gonzalez-del-Rio Universitat Politècnica de València
Begoña Jorda-Albiñana Universitat Politècnica de València
Nereida Tarazona-Belenguer Universitat Politècnica de València

DOI:

https://doi.org/10.4995/rlyla.2018.7711

Keywords:

NGO, applied linguistics, brand names

Abstract

The brand name is the origin of any commercial strategy. As a verbal element, its effectiveness can be evaluated through linguistics. Taking a sample of 158 organizations accredited by the Fundación Lealtad, a content analysis of their linguistic characteristics is carried out, analyzing phonetic, morphological and semantic aspects associated with obtaining a greater memory and, therefore, with greater efficiency. Subsequently, we proceed to check whether the effectiveness differs depending on the cause supported by each NGO and its annual budget. The results show a mediocre performance of the proposed efficacy criteria, as well as the variation of the linguistic characteristics according to the cause supported by the NGO but not according to its budget. The evaluation model based on the linguistic characteristics of the name could be used to study the brand names of other sectors.

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