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by mjn
4597 days ago
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I'd be interested in any kind of study that demonstrated that rigorously, but I'm pretty skeptical by default. Most consumer brands I can think of are completely meaningless taken on their own, and to the extent they mean anything, it's not even the right thing. What does a "Wal" Mart sell? What do I buy at a "McDonald's"? IKEA?! Is "Siemens" a German condom company? Is a "Safeway" a shelter for victims of violence? |
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http://www.sciencedirect.com/science/article/pii/S0148296304...
Consequently naming is not the end all be all of branding. But studies have shown that a name's: connotations, imagery, and ability to generate "top of mind awareness", has proven to generate equity and favorably move a company upwards in consumer preference ranking. This may be diluted at when a company reaches a certain critical mass.
But consider this: Why wouldn't you want a name that's expressive to: who you are, and what you do as a company? It makes you much easier to remember and talk about.
If you search brand name in google scholar there's many more interesting studies on this subject.
tldr: It's not everything but it certainly helps.