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July 10, 2006

Brand Naming: What Letter is in Your Freezer?

What would we do without frozen foods today?

Clarence BirdseyeEver since invented frozen foods, they've become an integral part of our lives. Yes, a few might disagree with that. However, frozen food penetration in the U.S. is almost universal.

The Frozen Food category is one of the most, if not the most, competitive in the food business. There's limited freezer space and new products are being presented to the grocery trade daily.

There are many elements that go into the marketing mix that impact the success of a frozen food product. Although not one of the 4 P's, a product's brand name is a critical element of the marketing mix.

With that in mind, our proprietary English language consonant research has revealed that a brand name beginning with the letter "S" is very appealing to female shoppers (think Sara Lee and Stouffer's).

On the other hand, brand names beginning with the letter "K" convey dependability. What could be more dependable to consumers than the Kraft brand?

Frozen Food AgeFor more insight into how English consonants influence consumer perceptions of frozen food brands, please see the that more fully discusses our proprietary research findings.

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Posted by William Lozito at July 10, 2006 8:14 AM
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1 Comment

In the world of stand-up comedy, the letter K connotes hilarity. Words like Koko, Cucamonga, and Kokomo just sound funny to English speakers. I wonder whether "Kraft" sounds dependable because of its sound or because of decades of brand equity and advertising spending...or because the concept of "craftsmanship" equates with quality.

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