Sounds good: Phonetic sound patterns in top brand names

Ruth Pogacar, Emily Plant, Laura Felton Rosulek, Michal Kouril

Research output: Contribution to journalArticlepeer-review

28 Scopus citations


Recent research has demonstrated that brand name sounds can influence consumer behavior. Sound symbolism, the link between sound and meaning, can convey product information, enhance affinity, and increase purchase intentions. This study examines sound patterns of Interbrand top 100 brand names, including three previously unexamined sound categories. Results show that top brand names have different sound patterns than general brand names. The pattern of differences suggests that sound symbolism may be one factor contributing to brand performance. Sounds more frequent among top brand names have potentially brand enhancing properties, while sounds less frequent may have the opposite effect. These findings should inform best naming practices and strategies.

Original languageEnglish
Pages (from-to)549-563
Number of pages15
JournalMarketing Letters
Issue number4
StatePublished - Dec 1 2015


  • Brand names
  • Brand performance
  • Linguistics
  • Phonetics
  • Sound symbolism


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