Don't Just Name Your Brand, Enchant It!
Don't Just Name Your Brand, Enchant It!
Psych 🧠 - 350/500
Hey Reader,
This research paper explores a novel approach to creating brand names using "phonesthemes," which are clusters of letters (and their corresponding sounds) associated with a specific dominant meaning.
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What is it?
The researchers argue that using phonesthemes can imbue non-word brand names with meaning and positively influence consumer responses when the phonestheme's meaning aligns with the product or its attributes.
Major Findings:
Phonesthemes influence brand name preference: Consumers show a preference for brand names containing phonesthemes when the meaning of the phonestheme aligns with the product category or attribute.
For instance, a brand name with the phonestheme "-olt" (suggesting energetic force) was preferred for a run supplement but not for a sleep supplement.Phonesthemes enhance processing fluency: The semantic congruence between the phonesthemic brand name and the product increases processing fluency, making the brand name feel more natural and intuitive, leading to more positive attitudes and purchase intentions.
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What do I need to know:
This research offers a novel and exciting approach to brand naming by introducing the concept of phonesthemes.
It demonstrates the potential of this linguistic device to create meaningful and memorable brand names that resonate with consumers and provides valuable insights for marketers seeking to leverage the power of language in building strong brands.
Creating impactful brand names: Marketers can leverage phonesthemes to develop new brand names that communicate specific product attributes and resonate with consumers.
Optimizing existing brand names: Existing brand names can be analyzed for phonesthemic content and its congruence with the product or brand identity, potentially suggesting opportunities for improvement.
Understanding consumer response to language: This research highlights the subtle ways in which language shapes consumer perceptions and preferences, offering insights into the power of linguistic devices in branding.
Source:
https://myscp.onlinelibrary.wiley.com/doi/full/10.1002/jcpy.1396?campaign=woletoc