Creating Brand Names With Meaning: The Use of Sound Symbolism

摘要: The staggering level and rate of growth brands being introduced to the marketplace suggests a heightened need understand how create effective new brand names. Limited academic research, however, has been conducted in this area. This paper investigates use linguistics, specifically sound symbolism, order names with inherent meaning. Results two studies indicate that name can communicate information about product, e.g. its size, speed, strength, weight, etc. Brand sounds convey product-related either presence or absence supporting marketing communications.