The literature suggests potential differences in brand naming approaches between business-to-business (B2B) and business-to-consumer (B2C) markets. Therefore, using the model of the brand naming process proposed by a group of authors, this study aims to determine the differences in the brand naming process between companies operating in the business and the consumer markets in an unexplored research context of Bosnia and Herzegovina (B&H). The research was conducted on 50 companies from B&H using an online survey. The results indicate that B2B companies are more likely to use the company (family) brand name and that B2C companies test ideas more often than B2B companies. Furthermore, the results show differences between B2B and B2C companies regarding branding objectives and brand name criteria. The limitation of this research is primarily the lack of an updated register of contacts of companies at the moment of the data collection.
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