This study examines brand naming practices among hotels in Buea, Cameroon, with a focus on understanding how names influence customer perception and overall hotel performance. Brand names are a critical aspect of marketing strategy, shaping the identity of businesses and influencing the way consumers perceive and relate to them. For hotels, a well-chosen name can communicate the quality of services, target audience, and overall brand promise. The research investigates the factors that influence hotel owners’ choice of names and assesses the impact of these names on customer loyalty and hotel success.

Data was collected through a combination of surveys and interviews with hotel owners, managers, and customers. A total of 30 hotels were selected across Buea Municipality, and questionnaires were distributed to 150 hotel customers to gather their opinions on the hotel names, their memorability, and associations with service quality. Additionally, in-depth interviews with 10 hotel managers were conducted to understand the rationale behind the choice of hotel names and the strategic considerations involved in the process.

The results indicate that most hotel owners choose names based on personal significance, local landmarks, or the names of family members. However, many do not fully consider the marketing potential or customer appeal of their chosen names. A significant finding is that names derived from local culture or geographic features are more likely to resonate with the local population, while international or abstract names may attract a more diverse clientele.

Furthermore, customers indicated that hotels with clear, descriptive names were easier to remember and recommend to others. In contrast, hotels with more complex or obscure names faced challenges in building brand recognition. It was also noted that unique and creative names had a positive effect on customers’ first impressions, influencing their decisions to choose one hotel over another, especially in competitive areas like Buea where numerous hotels offer similar services.

The study highlights that a strategic approach to brand naming can enhance a hotel’s visibility, competitiveness, and customer loyalty. Hotels that invest time in selecting names that reflect their services, target market, and location tend to perform better in terms of customer retention and brand recall. Based on these findings, the study recommends that hotel managers in Buea consider market trends, cultural relevance, and brand positioning when choosing hotel names to maximize their business potential.

Keywords: brand naming, hotel branding, customer perception, hotel performance, Buea Municipality, cultural relevance, brand strategy, marketing