Brand Sounds (10-14-22)
Motoki and co-workers analyzed the impressions created by the sound of brand names. They learned that “Phonetic elements of brand names can convey a range of specific meanings. . . . The presence of higher-frequency sounds (front vowels, fricative, and voiceless consonants) in brand names tends to be associated with concepts linked to higher evaluation and lower potency, whereas lower-frequency sounds (back vowels, stop, and voiced consonants) tend to be more strongly associated with concepts linked to lower evaluation and higher potency.”