Psychological Peculiarities of Understanding Brand Name in Form of Personal Name

The purpose of this study is to analyze the psychological peculiarities of understanding the brand name in the form of a personal name, to determine the trends and regularities of the brand name influence on the image of the nomination object and consumer expectations.
Research methods and techniques. Theoretical methods (deductive, inductive, analysis, synthesis, generalization) were used to build an empirical concept for studying the psychological peculiarities of understanding the brand name in the form of a personal name. The empirical study was conducted with a controlled association test and scaling. An oral survey in the form of an interview was used to collect information, and a content analysis was used to process the results. Mathematical data processing was carried out using primary statistics. In addition, interpretive methods were applied to explain the results obtained in terms of primary assumptions and references.
Results. It was found that consumers in a rational understanding of a brand are guided by its name in a third and sometimes in almost half of the cases. Brand name has the most importance for women and the least for children. The influence of the name on the object of the nomination at the stage of emotional identification is most felt by women and children, although for men the emotional understanding of brand names also significantly prevails over the rational one. Some correlations between experience and the influence of the brand name were recorded. Strong emotional perception of brand names in the form of an exotic or modern name was observed.

Conclusions. The brand name in the form of a personal name significantly affects the image of the nomination object and forms the corresponding expectations. Emotional understanding guides rational understanding. Both the rational and emotional impact of the brand name on the object of nomination is more significant for women than for men. In children, emotional interpretation dominates the rational almost three times.
Key words: brand name, personal name, emotional understanding, rational understanding, influence on the image of the nomination object.