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Posts Tagged ‘brand’

Sense of Kit Kat candy, drinks Coca-Cola and candy Jelly Belly is known to stimulate appetite and affect consumer spending habits, but now researchers have suggested to give the brand name which when pronounced sounds simple and repetitive structure that can lead to the same stimuli.

Recently, a study published by the Journal of Marketing expressed in some product categories, repeating the sound of a good brand name affects consumers to view, choose the items and decide which items to be bought. The researchers said their findings provide the first evidence that can be useful for marketers, advertisers and store managers.

Jennifer Argo, Professor of Marketing University of Alberta says that many companies have spent millions of dollars in choosing a brand name in order for affected consumers to buy their product. In addition, the research could improve the mood of consumers.

In one experiment, researchers used two samples of ice cream with different names. The first brand and the other contains a repetition without repetition. The result is that the study participants more often chose ice cream with a name that sounds repetitive.

Researchers warn too much repetition or repetitive names without joining the linguistic sounds of nature can give negative results. For example, a restaurant called “ranthfanth”. Argo reminded that the use of language that is not unusual for producers buffer backfired. This research is closely connected with the subject directly to the brand could be more attention from consumers who read it. The researchers mention some brands that use repetition and to the attention of consumers like Hubba Bubba, Tutti frutti, Bits & Bites, Lululemon and Tostitos.

Argo noted consumers should be made aware that the strength of a brand can provide a comfortable mood and a choice for them. The retailer may decide to take advantage of TV advertising, radio or their employees who helped spread the brand names are repeated.

Given the importance of increasing sales through word of mouth marketing can determine the success of a brand. Marketing Managers will benefit by encouraging sellers and consumers to always mention the brand name which contains the phonetic sound repetition.