Review and Prospective on Research of Brand Name Suggestiveness

Brand name is considered to be one of the major assets of a firm, and the suggestive brand name concentrates the product or enterprise features. Measurement is the major method used for re- searching the suggestive brand name at present; intermediate variables influencing the suggestive brand name include linguistic variables such as words, consumer individual factors, and so on; out- come variables include memory, emotion, attitude and consumption decision-making, etc. Future studies should refine and penetrate the study range combined with the context of Chinese culture.