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Ruth Pogacar:品牌名称性别优势分析(R0321)

营销老司机 | 25年营销者分享营销的点点滴滴 2022/09/21 18:31
Ruth Pogacar 非券商

一个品牌最重要和被低估的方面之一是它的名字。在大多数情况下,品牌名称代表消费者的第一接触点,因此可以驱动最初的印象、联想和期望。和人们一样,给人留下良好的第一印象很重要,而且可以积累持久的好处。因此,公司投入大量资源开发品牌名称,以创造积极印象。

品牌命名的一个目标是创建一个标志着理想属性的名称,品牌名称开发人员有几种工具来实现这一目标。他们可以创建明确表明品牌目的的名称,使用不寻常的拼写来增加记忆性,或使用声音重复来增加积极影响。

近年来,品牌开发商甚至试图利用特定的声音来设计吸引人的名字。这种方法基于语音符号的理论和研究,即特定的声音传达意义的概念。事实上,声音会影响品牌认知和判断。名字的发音也可以传达品牌性别。

本研究提出了一种新的机制,通过该机制,名字的语言特征会影响性别联想和随后的品牌结果。到目前为止,关于品牌名称性别的研究几乎完全集中在个人声音的影响上。但是,性别认知是由语音和形态的多种语言属性驱动的,而不仅仅是声音。

六项研究提供了女性品牌优势的证据,包括品牌类型、方法、赌注和参与者群体。结果表明,品牌女性特质对品牌正面效果的影响是通过感知温暖为中介的。

这项研究提供了与管理者相关的重要见解。最重要的是,女性品牌名称对消费者评价的影响为管理者构建新品牌名称提供了指导。品牌名称的语言性别驱动认知,进而影响态度和选择。


One of the most important and underrated aspects of a brand is its name. In most cases, the brand name represents the consumer's first point of contact and thus drives initial impressions, associations, and expectations. As with people, making a good first impression is important and can accrue lasting benefits. Therefore, companies invest significant resources in developing brand names to create a positive impression.

One of the goals of brand naming is to create a name that marks a desired attribute, and brand name developers have several tools to achieve this. They can create names that clearly indicate the purpose of the brand, use unusual spellings to increase memorability, or use sound repetition to increase positive impact.

In recent years, brand developers have even tried to use specific sounds to design catchy names. This approach is based on the theory and research of phonetic symbols, the notion that specific sounds convey meaning. In fact, voice can influence brand perception and judgment. The pronunciation of the name can also convey the gender of the brand.

This study proposes a novel mechanism by which linguistic features of names influence gender associations and subsequent branding outcomes. So far, research on gender in brand names has focused almost exclusively on the impact of individual voices. However, gender cognition is driven by multiple linguistic properties of speech and morphology, not just voice.

Six studies provided evidence of women's brand strength, including brand type, approach, stake, and participant group. The results show that the impact of brand femininity on brand positive effects is mediated by perceived warmth.

This research provides important insights relevant to managers. Most importantly, the impact of female brand names on consumer evaluations provides guidance for managers to construct new brand names. Linguistic gender of brand names drives perceptions, which in turn influence attitudes and choices.

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