<![CDATA[The selection of a brand name is a critical strategic decision, as it serves as the primary foundation of the brand identity. In a competitive market, companies often form new words to name their brands in order to create a new, unique, and memorable identity for customers. This study investigates the types of word formation within 14 brand names of PT. Paragon Technology and Innovation through the lens of morphological theory and analyzes their contribution to the overall brand identity. Using a qualitative descriptive method, this research applies the theory of word formation processes as the analytical framework to classify and interpret the morphological structure of the selected brand names. The findings reveal six word formation processes, with borrowing as the most frequently used method, followed by affixation and compounding. The findings indicate that the formation processes are not only an additional mechanism but a meaningful linguistic technique to construct brand persona.]]>
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