Not only can desirability and looks affect the popularity of a brand– sound can too. According to a recent study, repetition of a brand name can make a company more attractive to a consumer.
In his article titled “Study Reveals How to Create the Best Brand Names,” Brian Anthony Hernandez, BusinessNewsDaily Staff Writer, explains a study to support this idea. He writes, “In one experiment, researchers used identical samples of ice cream but gave them two different names – one that contained repetition and another that did not. Study participants more frequently chose the ice cream with the repetitive-sounding name” (Hernandez).
image source: namingnewsletter.com
Repetition of a brand name can be thought of as music. Similar to brand names, people that have only heard a song once can easily recall some of the words off the top of their head. But how?
Often times, in songs, a lot of the same melodies and lyrics repeat. That’s why songs stick with us. That’s why we remember the words– because of the repetition. The same could be said about brand names. “Hubba Bubba, Tutti Frutti, Bits & Bites, Lululemon and Tostitos” are all brands that we remember. The repetition used by these companies makes it easier for consumers to remember their names. But are there ever times when repetition or even non-repetition doesn’t stick with us?
There are cases where brand names can actually hurt companies. Ever heard of Cadabra? Cadabra was the former name of Amazon. People, however, found that they had trouble spelling it. Researchers also found that a brand name can’t deviate too far from a consumer’s language, because it doesn’t often click with the consumers.
So what should you name your company name? Probably stick to English, and make a brand with a little repetition for starters.
Next research question: how effective are targeted ads?
One suggestion for something to improve on would be explaining the value of a name a bit more and why a company needs a well known name. One good thing you did is include examples to help the reader understand different types of names.
ReplyDeleteI liked reading this because it's not something you often think about. I liked the examples of brand names you used! Maybe add one or two more examples of other brand names that didn't stick, because it's interesting to read about.
ReplyDeleteIt looks like you researched a lot and it's interesting how I had never heard of Cadabra. You could end the writing with a question of your next area to look at.
ReplyDeleteI really liked your topic it was really interesting. I thought the way you explained the attractiveness of the sound of repetition in words was done really well. It reminds me of this one psychology presentation where it was shown how not only names but colors as well lure in customers and benefit the companies.
ReplyDeleteOne thing I thought you could touch base more on was possibly the correlation of brand names as in fashion brand names and its popularity even though some are in their naive languages.
This was well structured and flowed well. Could go a little more in depth on why the repetition words well though.
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