Neuro-designing brand names for success

TY - CHAP

T1 - Neuro-designing brand names for success

AU - Calvert, Gemma

AU - Pathak, Abhishek

AU - Fulcher, E

PY - 2020/4/9

Y1 - 2020/4/9

N2 - 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.

AB - 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.

UR - https://nmsba.com/webshop/product/1/53/pre-order-neuromarketing-yearbook-2020

M3 - Chapter (peer-reviewed)

BT - Neuromarketing Yearbook 2020

PB - Neuromarketing Science and Business Association (NMSBA)

ER -