Neuro-designing brand names for success

Gemma Calvert, Abhishek Pathak, E Fulcher

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


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.
Original languageEnglish
Title of host publicationNeuromarketing Yearbook 2020
PublisherNeuromarketing Science and Business Association (NMSBA)
Publication statusPublished - 9 Apr 2020


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