Names and Brand Identity of Ethnic Businesses in Greater Chicago

ANS 2025, February 22, 2025 Names and Brand Identity of Ethnic Businesses in Greater Chicago by Dr. Michel Nguessan (Governors State University, IL, USA) & Cari Didion (Governors State University, IL, USA) The study explores how names and brand identity interact among ethnic businesses in Greater Chicago. It aims to deepen understanding of how business names reflect cultural heritage and contribute to brand identity by analyzing a diverse range of ethnic restaurants and grocery stores. The research involves documentary research and qualitative interviews with business owners and customers to examine the significance of naming conventions, linguistic choices, and cultural symbols in shaping consumer perceptions. The findings highlight the role of names in conveying authenticity, fostering community connections, and differentiating businesses in a competitive market. The research also provides insights into effective branding strategies for ethnic businesses, emphasizing the importance of cultural representation and identity in brand development. The paper is divided into three parts: the first part discusses the concept of ethnic businesses, the second part presents the importance of names in branding ethnic businesses, and the last part discusses the delicate balance between communicating cultural identity and reaching out to a broader customer base to foster a sense of involvement and connection with the cultural significance of these businesses. Biography: Dr. Michel Nguessan is an Associate Professor of Library and Information Science at Governors State University, in Illinois. He has academic background and research interest in linguistics/onomastics, software engineering and computer science, library and information science and port/maritime management. He graduated from universities in Côte-d’Ivoire, the USA and Canada. Professor Cari Didion is an Associate Professor of Library and Information Science at Governors State University, in Illinois. She has an academic background in science education, library and information science, and higher education leadership. She holds master’s degrees from the University of Georgia and San Jose State University and is currently pursuing a doctorate in Interdisciplinary Leadership Studies.