June 28, 2006
Brand Naming: What Roles Do Letters Play?
We recently conducted proprietary research 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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