摘要：This paper aims to hint at a theory of family business naming. Besides, it puts forward two kinds of practical proposals. The former intends to integrate the patronymic name as an intangible resource for corporate brand management, in addition to family branding and familiness. The latter proposals aim at including the patronymic company name in Spanish as a variable in research methods on family business identification.
关键词：Corporate naming;Brand name;Patronymic trade mark;Family name firm;Family brand;Company name
