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<p>This study investigates the effects of non-word brand name (NWBN) length on brand name recognition and attitude. Using an experimental design, 98 participants were presented with 36 fictional brands (car, refrigerator, and smartphone), each paired with a non-word brand name varying in syllabic and phonemic length. The study collected 3,528 brand name attitude responses and, using a surprise two-alternative forced choice task, obtained an additional 3,528 recognition measurements. Contrary to previous research, results reveal that longer names are better recognized. Additionally, an inverted U-shaped relationship between NWBN length and attitude emerges when length is measured in phonemes rather than syllables. The originality of this study lies in its support for the layman belief that short names are generally better, while it shows that names shorter than three phonemes lead to less positive attitudes. This finding is important because it highlights the significance of phonemic length, an aspect previously overlooked, as studies have exclusively focused on syllabic length thus far.</p>

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Rightsizing brand names: the effects of brand name length on brand name attitude and recognition

  • 期刊论文

  • 发表日期：

    2026年5月11日

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  • Jesse Sebastian Zee,
  • Kim Willems,
  • Malaika Brengman,
  • Timothy Desmet

摘要

This study investigates the effects of non-word brand name (NWBN) length on brand name recognition and attitude. Using an experimental design, 98 participants were presented with 36 fictional brands (car, refrigerator, and smartphone), each paired with a non-word brand name varying in syllabic and phonemic length. The study collected 3,528 brand name attitude responses and, using a surprise two-alternative forced choice task, obtained an additional 3,528 recognition measurements. Contrary to previous research, results reveal that longer names are better recognized. Additionally, an inverted U-shaped relationship between NWBN length and attitude emerges when length is measured in phonemes rather than syllables. The originality of this study lies in its support for the layman belief that short names are generally better, while it shows that names shorter than three phonemes lead to less positive attitudes. This finding is important because it highlights the significance of phonemic length, an aspect previously overlooked, as studies have exclusively focused on syllabic length thus far.