Sparkling or still: It depends on the brand name

Rym Tazi, Gemma A. Calvert, Abhishek Pathak

    Research output: Contribution to specialist publicationArticle


    This article examines how carbonated drink brands can use sound symbolism to stand out from the competition.

    •Sound symbolism is the idea that certain sounds carry meaning and is increasingly important in marketing.
    •Despite its market size, little is known about how the strength of carbonation is conveyed via brand names.
    •There are strong links between speech sounds and sensory attributes, eg long vowels are associated with sweetness.
    Original languageEnglish
    Specialist publicationWARC Exclusive
    Publication statusPublished - Jan 2022


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