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The Relation Between Brand-name Linguistic Characteristics and Brand-name Memory
Journal of Advertising
Abstract
Copytesting results from a commercial copytesting firm were used to assessthe relation between the presence of linguistic features in brand names and memory for those names. Brand names in the ads being tested ( n = 480) were coded on 23 linguistic properties, of which 11 occurred with sufficient frequency to be retained for analysis. Regression analyses tested for the association between linguistic properties of the brand names and brand-name memory as a function ofbrand-name familiarity,controlling forexecutionalvariables.Resultsrevealed thatthree linguistic variableswerepositively related to brand-name memory (semantic appositeness, paranomasia, initial plosives), but only for less familiar brands. Two linguistic variablesshowed main effectsfor brand-name memory: unusual spelling (positive) and blending (negative). However, the effects for unusual spelling and blending were also qualified by the same interaction with familiarity: The effects were stronger for less familiar brands than they were for more familiar brands. These results are interpreted within Craik and Lockhart's (1972) depth of processing framework and implications for the naming of brands are discussed.
... For word learning and recognition, infants rely more on consonants than on vowels (Hochmann et al. 2011). Names with initial plosives are more likely to be remembered (Lowrey et al. 2003;Bergh et al. 1984). ...
This study aimed to examine whether name characteristics of UK neurologists are related to their academic career success. Biographical information and bibliometrics of all UK consultant neurologists (N=1010) were obtained from online sources. Neurologists with a shorter surname and a higher consonant:vowel ratio in their surname had more citations. The surname's complexity was negatively associated with the h-index and citations, and was lower in neurologists currently affiliated with a top university. Top university graduates for their medical degree had fewer syllables in their first and last name. Neurologists with a popular forename had higher bibliometrics, were faster in publishing their first paper, more likely to be top university graduates for their medical degree and more likely to be currently affiliated with a university. Neurologists with a popular surname were more likely to be top university graduates for their medical degree. Male neurologists with more masculine forenames were more likely to be top university graduates, were faster in publishing their first paper, and had higher bibliometrics. This study revealed that there is an association between name characteristics and career success of UK consultant neurologists.
... Notably, the rapid identi cation of emotional elements in sound stimuli of communication plays an important role in survival and adaptation (Ramachandran and Hubbard, 2001). According to sound symbolism, speci c phonemes, which are the fundamental elements of sound in a language, convey meaning independently (Lowrey et al., 2003). e Bouba-Kiki effect, a good example of sound symbolism, refers to the phenomenon of how people associate round shapes when they hear "Bouba" and pointed shapes when they hear "Kiki" (Ramachandran and Hubbard, 2001;Maurer et al., 2006;Pejovic and Molnar, 2017). ...
Introduction
This study aimed to explore the arousal and valence that people experience in response to Hangul phonemes based on the gender of an AI speaker through comparison with Korean and Chinese cultures.
Methods
To achieve this, 42 Hangul phonemes were used, in a combination of three Korean vowels and 14 Korean consonants, to explore cultural differences in arousal, valence, and the six foundational emotions based on the gender of an AI speaker. A total 136 Korean and Chinese women were recruited and randomly assigned to one of two conditions based on voice gender (man or woman).
Results and discussion
This study revealed significant differences in arousal levels between Korean and Chinese women when exposed to male voices. Specifically, Chinese women exhibited clear differences in emotional perceptions of male and female voices in response to voiced consonants. These results confirm that arousal and valence may differ with articulation types and vowels due to cultural differences and that voice gender can affect perceived emotions. This principle can be used as evidence for sound symbolism and has practical implications for voice gender and branding in AI applications.
Purpose
Designers must recognise the significance of a brand logo’s visual elements as they convey various meanings. While studies have attempted to collate visual elements, efforts have often been limited to specific types of visual elements (e.g. typefaces) or restricted to certain product categories. This study aims to conceptualise a comprehensive list of visual elements used in brand logos and to validate it based on the top 500 global brand logos across eight product categories.
Design/methodology/approach
A comprehensive list was conceptualised through a combination of literature review, interviews with experts and observations of real brand logos. Using this exhaustive compilation, content analysis of the top 500 global brand logos was conducted to discern the prevalent trends of the visual elements in logos across various product categories.
Findings
The content analysis results highlighted an extensive preference for use of wordmark, no outline and horizontal proportion in brand logos. Overall, 42.6% and 31% of brands preferred using cool and neutral colours, respectively. Moreover, the preference for colour categories (warm/cool/neutral), font types (organic/geometric) and stacking of elements (horizontal/vertical/diagonal) varied across product categories.
Originality/value
This study contributes to the literature by creating a comprehensive guidebook of visual elements of logos. It also offers guidance to in-house and third-party designers of companies for logo design to better understand the nuances of intellectual property related to logo elements and assists managers in comparing their brands’ visual identity with those of their competitors.
FULL TEXT HERE: https://shorturl.at/YsZH9
ABSTRACT: Background: This study aimed to examine factors that may affect UK neurosurgeons’ ability to publish singleauthor papers. These include demographic factors (e.g. gender, skin colour), biographical factors (e.g.whether they obtained a PhD or the ranking of the university from which they graduated or with which they are currently affiliated), and name characteristics.
Methods: Names of all neurosurgeons working in the UK in May 2023 were obtained from the Specialist Info website. Scopus was used to obtain bibliometrics. Publicly available online sources were used to obtain biographical and demographic information.
Results: Approximately 1 out of 3 neurosurgeons had published at least one single-author paper. Of the 398 single-author papers published by the whole group of 384 neurosurgeons, 69 were open access, 44 were reviews, 64 were editorials, 71 were articles, and 219 were classified as ‘other’. Their first single-author paper was published on average 15.2 years after medical school graduation and on average 9 years after their first publication (any author position). In 13 neurosurgeons their first-single author paper was a review, in 14 it was an editorial, in 24 an article, and in 57 it was classified as ‘other’. The impact factor of the journal in which they published their first single-author paper was on average 11.1 (Median = 2.4). Single-author papers do not differ
in number depending on gender or skin colour. However, there were more single-author publications among full professors, neurosurgeons who graduated from a top university for their medical degree, those who had a PhD, and those who are currently affiliated with a university. More senior neurosurgeons had more single-author publications. Neurosurgeons with more popular forenames, whose full name’s perceived ethnicity was UK/
Irish or had longer consonant sequences in their surname had more single-author papers.
Conclusion: This is the first study to thoroughly examine single-author publications in a group of medical professionals and examine whether they are associated with certain socio-demographic and name characteristics.
The automotive industry introduces a sizable number of new automobile products annually. The naming of new products may have significant impact on their market performance. Diverging from prior research on the impact of product names, companies’ innovative consciousness endows them with a certain level of proactive positioning, thereby implementing independent naming strategies after considering product factors and consumer preferences passively. This paper analyzes the drivers of the market performance of sequential products on the naming of new products in Chinese automotive industry. We collected market share data and names of various car series from January 2007 to September 2022. Then, we calculated semantic distances between names and performed empirical tests. Our findings show that firms demonstrate a risk preference pattern contrary to traditional prospect theory when using the previous car series’ market share as a reference point. In the interplay between market orientation and risk preferences, the relationship between the market share of the last car series and the similarity in names between old and new car series follows an inverted U-shaped pattern. This study extends the discussion on risk preferences within the behavioral theory of the firm (BTOF) and proposes a decision mechanism for product naming that considers market and firm factors during the response phase of market orientation.
While the relation between meaning and speech sound is arbitrary, various studies in the literature have shown that some sound properties can be more preferred in brand names than others. Based on the findings in the literature, this study examines (i) if certain consonants are more likely to be associated with the perceived attractiveness of a brand name, (ii) if the same pattern holds across different product types, and (iii) if female and male listeners have the same preference. In a perceptual experiment, Cantonese and Mandarin listeners saw an image of a product in categories such as clothing and fragrance, and they heard two audio brand names differing only in their initial consonants as a fricative vs. a plosive. The listeners’ subjective judgements as to which name sounds more attractive showed a difference between product types in terms of the preference of consonants, e.g., plosives are more likely to be associated with attractiveness for clothing while fricatives are with fragrance. The same difference between product types generally held across Cantonese listeners and Mandarin listeners, despite the difference in their native languages and their overall difference in preferring fricatives vs. plosives.
A brand name is a fundamental component of a brand's identity. This research introduces a novel linguistic tool for brand name creation: phonesthemes — sound and spelling letter clusters that are associated with one dominant meaning. For instance, sn , one of over 140 phonesthemes in English, consistently appears in words related to the nose or breathing ( sneeze , sniff , snort ). Six experiments reveal positive effects of phonesthemic non‐word brand names (e.g., Gl if; gl ‐; e.g., glow , glimmer ; meaning ‘light’) on consumer preference, attitude, purchase intent, and choice when the dominant meaning activated by the phonestheme is semantically congruent with the product category or product attribute (e.g., luminant car wax), due to enhanced processing fluency. Phonological (sound) and orthographic (spelling) priming are eliminated as alternative explanations for the phenomenon. This research advances psycholinguistic research in marketing and the emerging area of brand linguistics by broadening the focus beyond brand name phonology.
In 2 studies, the authors examined whether or not G. Mandler's (1982) schema congruity theory would explain students' evaluations of new products purportedly introduced by companies with established brand names that were congruent, moderately incongruent, or extremely incongruent in relationship to the product. Consistent with this theory, results showed that products associated with moderately incongruent brand names were preferred over ones that were associated with either congruent or extremely incongruent brand names. Results suggest that this finding may be mediated by students' greater elaboration of the incongruent brand name and related information and by the process of resolving incongruity.
The authors report the results of a laboratory experiment examining the effects of the meaningfulness of brand names on recall of advertising. The findings indicate that a brand name explicitly conveying a product benefit (e.g., PicturePerfect televisions) leads to higher recall of an advertised benefit claim consistent in meaning with the brand name compared with a nonsuggestive brand name (e.g., Emporium televisions). Conversely, a suggestive brand name leads to lower recall of a subsequently advertised benefit claim unrelated in product meaning (e.g., superior sound) compared with a nonsuggestive brand name. The authors discuss implications of these findings for marketers with respect to advertising strategies and the optimal use of meaningful brand names in building and managing brand equity.
Two experiments were conducted to investigate the mnemonic activity of young children and its relationships to the materials to be memorized. Thirty preschoolers were asked to remember one of the two kinds of 10-word list. The subjects who heard the 10 words in the form of onomatopoeias performed better in both free recall and recognition tasks than those who heard them in the form of ordinary common nouns, which was interpreted to indicate that an onomatopoeia might be associated with the more concrete image compared with an ordinary common noun. Another 30 children of the same age were required to arouse either an auditory or visual image of a particular referent as each word of the same 10-word list was presented, instead of being told to remember. These incidental learning conditions turned out to be superior to the intentional memory condition, suggesting that it was more effective for young children to develop some kinds of imagery of each referent than to be asked just to remember individual words.
Two experiments investigated the role of the imagery-evoking (I) value of words in the recall of the contents of a passage of connected prose. In Experiment 1, Ss studied a passage into which either high- or low-I adjectives had been inserted. They were first asked to recall the nouns and then, given the nouns, to recall the adjectives. Significantly more high-I than low-I adjectives were recalled, but the nouns qualified by high-I adjectives were no more frequently recalled than those qualified by low-I adjectives. In Experiment 2, I ratings of the nouns in the passage were obtained both in their context in the passage and independently as a list. Both sets of ratings correlated significantly with the recall of the nouns in Experiment 1, the correlation being significantly higher for the rating in context.