This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The brand name is the one element that consumers immediately recognize and which creates a connection in their minds with a certain product or a given producer. Modern businesses have discovered that there is no marketing strategy more powerful than coming up with a catchy name or image that will stick to the consumer’s mind and generate a certain association of qualities with that specific product based on the meaning of that name. Myths and legends have always been fascinating; they appeal to the consumer’s inner most core. Using the names of deities that people can relate to or relate to their powers means transferring some of these deities’ features onto the product, and thus onto the user. This seems to have been a quite successful marketing strategy. This paper takes a closer look at some of the most famous company names and brands inspired by ancient deities, and attempts to discover to what extent end-users are knowledgeable in terms of ancient mythology, aware of the meaning of the brand name, as well as of the connection between the brand name and mythology.
The statements, opinions and data contained in the journal are solely those of the individual authors and contributors and not of the publisher and the editor(s). We stay neutral with regard to jurisdictional claims in published maps and institutional affiliations.
