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Sounds good: Phonetic sound patterns in top brand names

Author

Listed:
  • Ruth Pogacar
  • Emily Plant
  • Laura Rosulek
  • Michal Kouril

Abstract

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. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Ruth Pogacar & Emily Plant & Laura Rosulek & Michal Kouril, 2015. "Sounds good: Phonetic sound patterns in top brand names," Marketing Letters, Springer, vol. 26(4), pages 549-563, December.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:4:p:549-563
    DOI: 10.1007/s11002-014-9288-z
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    References listed on IDEAS

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    1. Richard Klink, 2009. "Gender differences in new brand name response," Marketing Letters, Springer, vol. 20(3), pages 313-326, September.
    2. Tina M. Lowrey & L. J. Shrum, 2007. "Phonetic Symbolism and Brand Name Preference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 406-414, June.
    3. Keith S. Coulter & Robin A. Coulter, 2010. "Small Sounds, Big Deals: Phonetic Symbolism Effects in Pricing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 315-328, August.
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    Cited by:

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    4. Abhishek Pathak & Gemma Calvert & Carlos Velasco, 2017. "Evaluating the impact of early- and late-acquired phonemes on the luxury appeal of brand names," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 522-545, November.
    5. Abhishek Pathak & Carlos Velasco & Charles Spence, 2020. "The sound of branding: An analysis of the initial phonemes of popular brand names," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 339-354, May.
    6. Daniel Kaimann & Clarissa Laura Maria Spiess Bru, 2023. "Sounds too Feminine? Brand Gender and The Impact on Professional Critics," Working Papers Dissertations 107, Paderborn University, Faculty of Business Administration and Economics.
    7. Ketron, Seth & Spears, Nancy, 2019. "Sounds like a heuristic! Investigating the effect of sound-symbolic correspondences between store names and sizes on consumer willingness-to-pay," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 285-292.
    8. Ruth Pogacar & Michal Kouril & Thomas P. Carpenter & James J. Kellaris, 2018. "Implicit and explicit preferences for brand name sounds," Marketing Letters, Springer, vol. 29(2), pages 241-259, June.

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