Creating effective brand names with sound symbolic mappings

Background: The present study was designed to investigate the use of sound symbolic mappings in fictitious brand names. Sound refer existence a nonarbitrary relationship between individual sounds and associations different attributes concepts. Given that have inherent meaning them, names line with established effects could communicate tailored messages are congruent consumer expectations product. Purpose: As perceived congruency product its label is highly desirable marketing, sets out test noted It aimed confirm strength through greater preference for fit Study design/methodology/approach: Two categories were chosen, set created. differed only on purported convey targeted salient characteristics. participants presented forced choice task consisting paired name samples stated category each pair. Finding/conclusions: results confirmed presence as favoured embedded symbolism. This leads conclusion symbolism may be used affect choices based preference. Limitations/future research: Even though included two products tasks limited pairs, findings clearly imply potential creating efficient Broadening research other service sector would surely deliver intriguing results.