Abstract
It may seem as though brand names are just made up words, but corporations invest years and millions of dollars to develop the perfect brand name. This is because a brand’s name is often the first point of communication between a consumer and the product or set of products it represents. Some have argued that 40% of a brand’s success can be attributed to its name. But what determines whether a brand name will succeed or fail in the minds of consumers?
Our studies have created a framework that links brand personality traits with sound-symbolic product attributes, and can provide companies with guidance on appropriate brand naming based on understanding how different sounds are interpreted implicitly by consumers.
Our studies have created a framework that links brand personality traits with sound-symbolic product attributes, and can provide companies with guidance on appropriate brand naming based on understanding how different sounds are interpreted implicitly by consumers.
| Original language | English |
|---|---|
| Title of host publication | Neuromarketing Yearbook 2020 |
| Publisher | Neuromarketing Science and Business Association (NMSBA) |
| Publication status | Published - 9 Apr 2020 |