Dissertation/Thesis Abstract

Exploring the combinatory effects of phonesthemes in brand naming
by McCune, Susan Krupa, M.A., California State University, Long Beach, 2011, 89; 1504506
Abstract (Summary)

Brand name creation for a new product or brand is often viewed as one of the most important aspects of new product development. Without a brand name, the product launch cannot move forward. Without a good brand name, a product may not be successful and can even damage a company's reputation. How a name sounds to a consumer is often all it takes for them to form an opinion of the brand. However, few research studies have focused on how to harness the power of phonology to create evocative and informative brand names. This paper will explore the integration of phonesthemes (sound symbols) into brand and product naming in order to create a meaningful name; specifically using multiple phonesthemes within one name.

Indexing (document details)
Advisor: Hall, Nancy
School: California State University, Long Beach
School Location: United States -- California
Source: MAI 50/03M, Masters Abstracts International
Subjects: Linguistics, Marketing
Publication Number: 1504506
ISBN: 978-1-124-99448-2
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