I’ve commonly connected the brand-name research and work of
Strategic Name Development with Bill Lozito, forgetting that this is not a one-man company. Diane Prange has been blogging at the company’s space,
NameWire, and
summarized some of their recent research, which I found quite fun.
She begins:
Strategic Name Development conducted proprietary consonant research that found certain consonants have meaningful association in consumers’ minds.
For example, B and C were seen as less complex (think Bounty and Cheerios), while X was considered innovative and L and V were rated more feminine. She goes on to note that front vowel sounds like that of the
i (in
mill) are associated with lighter and faster traits than back vowel sounds like
a (in
mall), which all suggests to me that
Lucire is a very appropriate brand for a women’s
fashion magazine.
I wish it were all that simple: SND surveyed a sample of 414 US consumers and analysed 1,000 brands, and it’s research that you’ll have to engage the company to really get more of.
Tags: 
Lucire, 
marketing, 
branding, 
brands, 
brand names, 
naming, 
morphemes, 
market research
Posted by Jack Yan, 23:36
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