Sounds good: Phonetic sound patterns in top brand names
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Recent research has demonstrated that brand name sounds can influence consumer behavior. Sound symbolism, the link between sound and meaning, can convey product information, enhance affinity, and increase purchase intentions. This study examines sound patterns of Interbrand top 100 brand names, including three previously unexamined sound categories. Results show that top brand names have different sound patterns than general brand names. The pattern of differences suggests that sound symbolism may be one factor contributing to brand performance. Sounds more frequent among top brand names have potentially brand enhancing properties, while sounds less frequent may have the opposite effect. These findings should inform best naming practices and strategies.
KeywordsBrand names Sound symbolism Linguistics Brand performance Phonetics
Many thanks to James Kellaris, Jakki Mohr, and Mary Steffel for their feedback, Jackelyn Torres Van Buren, Kelsey Fanning, and Julie Workman-Hank for their assistance with data analysis, Joel Steckel for his editorial guidance, and the anonymous reviewers for their valuable comments.
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