Marketing Letters

, Volume 14, Issue 3, pp 143–157 | Cite as

Creating Meaningful Brands: The Relationship Between Brand Name and Brand Mark

  • Richard R. Klink
Article

Abstract

Marketing theorists espouse that the long-term success of a brand is contingent upon the proper selection and operationalization of brand meaning prior to market entry. Nevertheless, prior research has not addressed how to design multiple branding elements that together can convey consistent brand meaning. Results of the first study support a relationship between structural characteristics of the brand name (e.g., front vs. back vowels) and the brand mark's size, shape, and color. The second study found that brands with marks that are consistent in design with the brand name better communicate intended brand meaning. An important implication is that a properly operationalized brand may require fewer marketing expenditures to create brand image.

brand names brand marks sound symbolism 

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Copyright information

© Kluwer Academic Publishers 2003

Authors and Affiliations

  • Richard R. Klink
    • 1
  1. 1.The Joseph A. SellingerS.J. School of Business and Management, Loyola College in MarylandBaltimoreUSA

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