Snyre for your nasal congestion Dr Stacey Brennan, University of Sydney Dr Jasmina Ilicic, Monash University Professor Shai Danziger, Tel Aviv University Using phonesthemes to imbue non-word brand names with meaning The Problem Brand names
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Presentation Transcript
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Snyre for your nasal congestion Dr Stacey Brennan, University of Sydney
Dr Jasmina Ilicic, Monash University
Professor Shai Danziger, Tel Aviv University Using phonesthemes to imbue non-word brand names with meaning<br>
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The Problem Brand names are a fundamental brand element (Keller, 1993)
Influence identity (Kaferer, 2012)
Create points of difference (Aaker, 1991)
Communicate meaning (Carnevale, Luna, and Lerman, 2017)
72% of brand names are pseudo words or acronyms (Kimbarovsky, 2017)
How can we imbue non-word brand names with meaning?<br>
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Introducing Phonesthemes Letter clusters that have a predictable effect on the meaning of a word (Otis and Sagi 2008)
Documented across a range of languages: English (Blake 2017), Indonesian (McCune 1985), Japanese (Hamano 1998), Austronesian (Blust 1988)
Over 140 Phonesthemes identified in the English language (Hutchins, 1998)
Relies on recurrent pairing of form (spelling and sound) and semantic (meaning) properties of words (Bergen, 2004)<br>
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Examples of Phonesthemes<br>
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Overview of Studies Testing Semantic Associations
Study 1
Phonesthemic brand name priming effect (-olt)
Study 2
Examining the moderating role of semantic congruence (gl-)
Study 3
Eliminate orthography (spelling) as alternative explanation (sn-)
Study 4
Eliminate phonology (sound) as alternative explanation (squ-)
Study 5
Examine the mediating role of processing fluency (fl-)
Study 6
Less contrived environment (squ-)<br>
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Key Findings Brand names containing phonesthemes influence consumer responses
For example:
The brand name Zamolt is preferred over Zamolf for an Energy Drink
Effects are dependent upon semantic congruence
Is the meaning of the phonestheme associated with your brand offering?
Semantic congruence enhances processing fluency and subsequent consumer responses
Results are not driven by the sound or spelling of the brand name alone<br>
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Take-Aways Non-word brand names can be meaningful!
Strategically select their linguistic attributes.
Phonesthemes allow marketers to attach clear and consistent meaning:
olt = energy
squ = soft
Prior work on phonetic symbolism demonstrates broad associations tied to sounds in brand names
Semantically congruent brand names are easily processed<br>
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Contact Information Dr Stacey Brennan
stacey.brennan@sydney.edu.au<br>
