Marketing Letters

, Volume 23, Issue 1, pp 109–117 | Cite as

Creating brand personality with brand names

  • Richard R. KlinkEmail author
  • Gerard A. Athaide


As the elemental building block of the brand, the brand name represents a potential starting point for creating brand personality. Drawing on theory and research from sound symbolism, this study investigates how brand names can be formed to create brand personality, as defined by Aaker's (1997) Brand Personality Scale. Results indicate that brand names with back vowels better create a Ruggedness personality, while brand names with front vowels better create Sophistication and Sincerity personalities.


Brand personality Brand names Sound symbolism 



This research was supported by a Summer Research Grant from the Sellinger School of Business and Management at Loyola University Maryland.


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Copyright information

© Springer Science+Business Media, LLC 2011

Authors and Affiliations

  1. 1.The Sellinger School of Business and ManagementLoyola University MarylandBaltimoreUSA

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