Towards a Classification of Brand Names in Mass Customization

Proceedings of the 5th International Conference on Mass Customization and Personalization in Central Europe (MCP-CE 2012), September 19-21, Novi Sad, Serbia

Posted: 23 Apr 2013

See all articles by Dominik Walcher

Dominik Walcher

Salzburg University of Applied Sciences - Faculty of Design and Product Management

Eva Sporrer

Fachhochschule Salzburg (FHS) University of Applied Sciences

Evalotte Lindgens

RWTH Aachen University

Frank T. Piller

RWTH Aachen University

Date Written: February 22, 2012

Abstract

The importance of choosing the "right" brand name is well known in literature as well as in practice - at least for mass producers. But while the general phenomenon of mass customization gains more and more attention not only with regard to heterogeneous customers but also within research, aspects of the companies' communication towards the consumer and specifically the positioning of the brand lack fundamental research. Within the MC 500 Study we collected and analyzed 500 brand names of mass customization companies worldwide to get a first profound overview of the brand names' landscape that will later on serve as basis for deeper research.

While expecting mostly brand names consisting of a combination of "my" and the product's name (as "mymuesli" or "mytea") a profound analysis revealed four different categories of brand names that reflect different approaches towards the concept of brand names for mass customization companies.

Keywords: Mass Customization, Branding, Brand Names, Classification

JEL Classification: M31

Suggested Citation

Walcher, Dominik and Sporrer, Eva and Lindgens, Evalotte and Piller, Frank T., Towards a Classification of Brand Names in Mass Customization (February 22, 2012). Proceedings of the 5th International Conference on Mass Customization and Personalization in Central Europe (MCP-CE 2012), September 19-21, Novi Sad, Serbia, Available at SSRN: https://ssrn.com/abstract=2254833

Dominik Walcher (Contact Author)

Salzburg University of Applied Sciences - Faculty of Design and Product Management ( email )

Markt 136
Salzburg-Kuchl, 5431
Austria

Eva Sporrer

Fachhochschule Salzburg (FHS) University of Applied Sciences ( email )

Markt 136
Salzburg-Kuchl, 5431
Austria

Evalotte Lindgens

RWTH Aachen University ( email )

Templergraben 55
52056 Aachen, 52056
Germany

Frank T. Piller

RWTH Aachen University ( email )

TEMPLERGRABEN 64
AACHEN, D-52056
Germany

HOME PAGE: http://time.rwth-aachen.de/piller/

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