Executive summary of “Examining the brand name: mark relationship in emerging markets”

Citation

Cole, G. (2014), "Executive summary of “Examining the brand name: mark relationship in emerging markets”", Journal of Product & Brand Management, Vol. 23 No. 4/5. https://doi.org/10.1108/JPBM-07-2014-0672

Executive summary of “Examining the brand name: mark relationship in emerging markets”

Article Type: Executive summary and implications for managers and executives From: Journal of Product & Brand Management, Volume 23, Issue 4/5

This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefits of the material present.

Firms are able to secure a considerable advantage by building a brand which is truly global. The name of the brand and its mark are seen as especially important in this respect. To help achieve such objectives, it is ideal if managers are able to create brand names which emit a universal meaning. An established practice to try and convey desired meaning through the sound of the brand name.

Sound symbolism originated in Ancient Greece and researchers argue for the existence of a continuum where sound and meaning are intrinsically linked at one end, while any link is completely random or subjective at the other. Based on this level of connection, it is proposed that a “typology of sound symbolism” exists. Sounds which indicate a person’s “emotional and physical state” are labeled “corpeal sound symbolism”, while the term “imitative sound symbolism” reflects words and phrases that have an onomatopoeic function. Scholars regard “conventional sound symbolism” as essentially language-specific and cite the example of how the letter combination “gl” is responsible for the effect of various words including glisten, glow, glimmer and glare in the English language.

Conversely, there is “synesthetic sound symbolism”. The assumption with this form is that an intrinsic connection between sound and meaning exists. That it is not seemingly determined by language is particularly significant for firms aiming to build global brands. Support for the existence of this sound symbolism is provided by work concluding that similar vowel sounds are used in various languages for words which represent smallness. Another study likewise noted that such words typically feature either or both more vowels than normal and consonants emitting a “high acoustic frequency”. Further illustration of this link between sound and size is apparent within animal communication.

Various studies have also noted that variations in acoustic frequency are conveyed through consonants. This is determined by whether consonants are stops or fricatives and voiced or voiceless. Specific to this context, research found that products and brands with names containing higher frequency sounds were generally regarded as being smaller, faster and lighter in weight as opposed to those where lower frequency sounds were associated with the name.

Research carried out in the USA indicated that brand mark features posses the capacity to heighten the emphasis generated by sound symbolism. Specifically, certain affects can emerge through the combination of size, shape and color of visual marks. Connections were found between higher frequency sounds in brand names and brand marks that are smaller, more angular and lighter in color. It was also anticipated that different shades of the same color would generate different effects. However, no support was found for this. A second study showed that brand name and mark had a significant impact on how a fictitious brand of dark beer was perceived with regard to its position. Another notable finding in this work was that the combination of name and mark generated effects that were more synergistic than cumulative in nature. The potential for brand positioning to be enhanced through harmonization of brand name and mark was proposed.

In the present work, Klink and Athaide replicate these earlier studies. India was the chosen context because of its importance as an emerging market and the buying power of its sizable consumer base. The work was carried out in Mumbai, where English brand names are common.

University graduates proficient in English participated in the research. In the first study, females accounted for 69 per cent of the 98 participants whose average age was 20.8 years. Subjects were asked to find the most suitable match between different hypothetical pairs of brand names and marks. Names varied in vowel and consonant frequency, and marks were different in terms of shape, size and color. With regard to color, yellow and blue and yellow and red were selected to represent the contrast between light and dark.

Findings here mirrored the previous work in that a relationship between smaller and angular brand marks and higher frequency sounds was again evident. However, this study differed in respect of color. No differences were found between light and dark colors, while there was disparity between shades of yellow, but not shades of blue.

Of the 79 graduate students recruited for the second study, 52 per cent were male and average age was 22.7 years. Respondents were exposed to two different combinations of brand name and mark. The first mark was angular-shaped, small-sized and light-colored, and the second rounded, large and dark. Names incorporated either front or back vowels to, respectively, emit higher and lower frequency sounds. Based on the name and mark placed within the shape used, subjects were asked about their perception of the darkness, strength and heaviness of the two dark beers, given the fictitious brand names Detil and Dotil.

Brand mark was found to have a considerably stronger effect than brand name, and the interactive effect between them was not significant. The authors thus purport that the impact on intended positioning of the brand is “more additive than synergistic” in this instance.

Color’s lack of significance in this study prompts Klink and Athaide to suggest that the meaning of color could be subject to different interpretations across cultures. They cite the conflicting connotations the color yellow has in Eastern and Western societies. It is often linked to sacredness in the East and cowardice in the West. Evidence does, however, point to certain consistencies of meaning, such as blue being associated with tranquility. The greater influence of brand mark relative to brand name is potentially explained by the tendency of consumers in emerging markets like India to rely more on visual elements rather than brand name. Literacy, pronunciation and language issues might explain this difference in focus.

On this evidence, marketers should be able to depend on certain visual aspects of a brand mark to inspire universal interpretations about brand positioning. More care is advised where color is concerned. The probability of varying interpretations denotes a need to increase awareness of how color is perceived in different markets. In the authors’ view, particular attention is required for brand marks featuring a combination of colors. An understanding of this issue will also be beneficial for advertising and package design. Klink and Athaide propose that marks might need to be adapted for different markets by changing the color accordingly, while holding other visual features of the brand mark constant.

The seemingly lower relevance attributed to brand name in emerging markets suggests that firms would be wise to focus resources more on the other branding elements. Scope might additionally exist to use such as jingles or “brand scents” as means to appeal to other consumer senses.

Future research could explore different emerging market contexts and consumer types. A consideration of language proficiency, literacy, dialect, age and gender might prove informative. How the name and mark of a brand relate to attitude, purchase behavior and other key variables present further opportunities for research.

To read the full article enter 10.1108/JPBM-03-2014-0512 into your search engine

(A précis of the article “Examining the brand name: mark relationship in emerging markets”. Supplied by Marketing Consultants for Emerald.)