What The Pronunciations Of Brand Names Really Mean – Cheddar Examines

by birtanpublished on August 24, 2020

Take a good look at these two shapes which one would you name Oba in which would you name Kiki if you said the round shape should be booba and the spiky shape Kiki then you are in the majority of other consumers many studies like this have been conducted to

Highlight what is aptly named the booba Kiki effect the effect makes up one of the pillars of a linguistic science that is called phonetic symbolism phonetic symbolism also known as sound symbolism as the name might suggest is a field of

Linguistics that states sounds are associated with imagery it suggests that there's an intuitive association between the e sound in Kiki you can spell it with an i' and you can spell it with two E's that's why I call it sound symbolism

It's not letter symbolism it's used by marketers to ensure that their brand name has the desired lasting impression on consumers as it turns out the sound of a brand matters way more than you might think

the science of phonetic symbolism was popularized in 1929 by Edward Sapir he conducted a study in which people named small and large tables with the descriptor mall or mill 80% of

Participants agreed that mall referred to the large table mill for the small one thinks named with the best vowel sound the who sound they are dull and dark and coarse and blunt and slow and just lumber around back vowels convey an

Item might be large heavy or even have negative connotations every word at its base is made of phonemes take cheddar for instance the word can be broken down into several sounds cheddar cheddar phonetic symbolism is the study of how

Each of those sounds affects how people visualize and categorize words marketers use this their advantage in everything from naming brands to individual products let's take SWA SWA on the whole SWA conveys smoothness or

Wide-reaching movement swarm swathe sweep so if I'm now going to invent a lawnmower or something I might well begin with swirl and call it you know swagger or whoa studies show that from the second a consumer hears the name of

A brand or product they begin to make judgment calls on said product for example a 2003 study reported that brand names starting with closest sounds or more effective for brand recall and recognition that means your cases and

Kellogg's Keyes's and Pillsbury and so on I mean going back to Twitter to the tip of the tongue which perhaps reflects typing you know to turn something of that kind the study went on to say that harder sounds are useful for indicating

More durable characteristics for a product however this might work negatively on products that are ideally soft or light researchers urge marketers to choose names that make sense for their brands for example who sounds into

The large variety a company can offer this works in the case of Groupon being a site where you can find deals on a massive variety of items or if you sell soaps use rounded phonemes like ah sounds to denote smoothness or softness

And your product the goal with sound symbolism is to grab consumers from their initial reaction point to a product they want products to look and sound like the names that they're given the Journal of consumer

Research conducted a study with hypothetical ice cream brand names Frisch and frosh the ahh sound and frosh was hypothesized to feel bigger and heavier translating into a richer and creamier dessert results of the study

Confirmed just this froth was the preferred brand name and even with frosh being the preferred name people thought that first tasted like a lighter ice cream with fewer calories despite the ice creams being exactly the

Same when used in tandem with other linguistic practices phonetic symbolism makes very powerful naming device much what consumers decisions are done subconsciously so using phonetic symbolism is a way to tap into this and

Further NAB a consumer from the job it's also worth noting that sound symbolism goes beyond English scientists have found uses for sound symbolism in marketing in many languages some languages it seems have more sound

Symbolic words than others and exploit them more Japanese for example as far more sound symbolic expressions and English has if you look at any number of different languages they all show evidence for some sort of intuitive

Connection between the way award sounds and what people infer to be true about the thing that that word refers to the goal with a brand name is to deliver semantic meaning about what it is that's being sold but with phonetic symbolism

Marketers can deliver levels of meaning with a name combine to say alliteration or visuals that's what advertising guys do I've been in a room and seen them look you know with a big blank wall and they're all writing on the wall and

Putting in all sorts of ideas and seeing the sounds travel all over wall with the marker pens and things like that and then suddenly something comes out of the wall and it's the best word because it conveys so much of what

You're saying here once you start slamming in all these other constructs like you mentioned alliteration or rhyme or onomatopoeia they scaffold up its pleasant to hear Rhymes read hear rhyme sense nursery stories work it it's all

There and that's what sticks in your head and the more you can use as it were a nursery rhyme philosophy when you're thinking out your brand names I think the more effective they're gonna be thanks for watching if you made it this

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