Ηow does your own brand name sound ?
Some researchers of marketing, recently started to explore new aspects of the strategies that businesses use to create effective brand names.
The name is something very important for a brand. Some researchers of marketing, recently started to explore new aspects of the strategies that businesses use to create effective brand names.
Some of these strategies, therefore, give such names to branded products, which clearly express information about the product or its properties. A typical example is car batteries DieHard. It sounds so clear that Hollywood decided to give the name of battery on known movie "Die Hard", with Bruce Willis!
Other strategies, of course, can lead to names that are not obviously related to the characteristics of the products. One such example can use the symbolism of sound, which focuses on the impact of the linguistic structure of brand names in consumer perception. One such case is the drug Prozac, which indicates its potency through the letter "z".
While surveys show that linguistic features of brand names, can affect mental evaluations of products, some researchers argue that this influence may prove more powerful. For example, names such as: Coca-Cola, Tutti Frutti, Kit Kat, Jelly Belly, Bits & Bites etc, can elicit positive emotions, especially when the names are spoken aloud.
Some experiments involving many brand names by various product categories , have concluded that exposure to brand , which includes the phonetic structure of a beep who pronounced loud, has a positive effect, which favorably affects the estimates of consumer , their reactions to the junction of the products they choose and their purchasing choice. To reach this conclusion, were used different product names from which others had repeated sounds and others not , while voice intensity used in these names was sometimes possible , sometimes low and in other cases there was no , because the names were read only silently . Even examined the differences in the ability of consumers to perceive recurring motifs that give the sound repeats and their effect on the results . Thus , they concluded that when " yelling " out loud the name of a product , it has a positive effect on consumer buying behavior .
Jennifer J. Argo, who teaches marketing at the Business School of Aleberta's University, clarifies that this was not applied in the case where consumers had already decided to control their emotions(eg when they avoided express any emotion)or when the repetition of sound deviated too much from their auditory expectations. In this case, you may join a brand name with many consecutive consonants, eg ranthfanth.
All this shows, however, how carefully should a product's brand name be treated since its hearing can subconsciously encourages consumers to buy or not. And it is important, particularly for small businesses, not having large and organized marketing departments, to realize that they need the help of qualified people before ending up in the name of a product, simply because it sounds good.
Thanks to epixeiro.