Brand Names Convey MEANING

Consumers are more likely to buy what they have experienced. Familiarity with a certain brand increases the likelihood of buying, as well. Positive attitude toward a brand predicts the likelihood that consumers will make a purchase.  Also, word of mouth is powerful. If someone we know recommends a brand the greater the likelihood we will buy.

Could the way a brand is spelled increase or decrease the chance fit would be purchased?

Corporate branding is now big business, and companies routinely spend tens of millions of dollars re-branding themselves or coming up with names for new products, according to the The New Yorker.

In this article, author James Surowiecki explains how Tribune Publishing—the media company that owns the Los Angeles Times and the Chicago Tribune —is re-naming itself Tronc to identify with its new purpose, ie, Tribune Online Content.

Tronc is a name with bad connotations and James Surowiecki argues that made-up brand names should have positive connotations and convey a meaning.  Using other words to imply brand attributes is a successful way to create positive connotations and convey meaning. Think about this: Lexus evokes luxury; Viagra conjures virility and vitality and so on.

Source: The New Yorker




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