A recent study from Duke University, University of Arizona, and University of Minnesota reveals the power of suggestive brand names in marketing. The research found that brand names hinting at a key product benefit significantly boost consumer recall and perception.
Key findings:
- People were 55% more likely to believe a brand possessed a benefit when it was suggested in the name
- Benefit recall was 2.2 times higher with suggestive brand names
- The memory effect persisted even 2 days after exposure to ads
Researchers compared suggestive vs non-suggestive names like:
- FlexiSound vs Sovereign (stereo receivers)
- Sure-Bounce vs Coopers (tennis balls)
- CompuQuick vs Criterion (computers)
The suggestive names consistently outperformed generic ones in consumer memory and perception tests.
Why it works:
Suggestive names create a strong mental association with a core product benefit. This makes it easier for consumers to remember related information from ads and marketing.
Recommendations for businesses:
- Choose brand names that highlight a key product feature or benefit
- Use flexible names if you want to emphasize multiple benefits over time
- Consider sub-brands for highlighting secondary benefits
While effective, suggestive names can make it harder to reposition brands later. Companies should carefully consider long-term strategy when selecting highly suggestive names.
For more details on effective brand naming strategies, check out the full article on Science Says.
I’m founder of BizStack at Cagri Sarigoz LLC and a passionate advocate for entrepreneurs.
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