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July 7, 2009

Is Emotional Brand Naming and Product Naming Motivating?

The psychology of naming and branding never ceases to interest me, and a recent piece on Brain Blogger makes me even more convinced that good naming affects us at a emotional level.

A good brand name hits us right in the brain's amygdala (the part of the brain involved in the process and memory of emotional reactions) and most of our purchases fullfill psychological rather than physical needs.

Top brand names are memorized by toddlers, as are easy to remember taglines. Today's logos take the place of family emblems or crests of the days of yore.

We use brand logos to identify who we are by placing them on the clothes we wear and the cars we drive.

It's no secret that the packaging and iconography of an item have a lot to do with what we decide to purchase. Studies have shown that within two minutes of seeing an item, we have made the call of whether or not to buy. Even color can have a lot to do with the decision.

Some names, like KeyGhost and 13 Boxes, arouse our curiosity and demand our attention, which is vital to the success of a product or brand name.

But long term, a brand name or product name that creates an emotional connection is preferred and insulates from price competition.

Technorati Tags: Psychology, Brand Psychology, Naming Psychology, Emotional Names, Emotional Brand Naming

Posted by William Lozito at July 7, 2009 8:40 AM
Posted to Brand Name Research | Brand Naming | Branding | Company Naming | Marketing | Naming | Product Naming | Slogans | Taglines

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