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June 28, 2006

Brand Naming: What Roles Do Letters Play?

Alphabet SoupLots.

We recently among a national random sample of 414 consumers and found some interesting associations that consumers have with the consonants in the English language.

For instance, X, Z, Q, and V are associated with innovation (think XM Satellite Radio or the new Motorola Q Smartphone).

While L, V, F, and W are considered feminine (think Venus or Victoria's Secret), X, M, and Z are viewed as masculine (think Nissan Xterra or Marlboro).

One of the benefits of this research is that it gives us and our clients a common language to speak in and reduces some of the inherent subjectivity when selecting a name candidate.

No, it's not a perfect science. But we're finding it to be a very helpful brand naming tool.

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Posted by William Lozito at June 28, 2006 7:54 AM
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1 Comment

Thanks for this post. I never would have thought of the importance of letters in brand names.



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