Do Female Brands Outperform Male Brands?
🔥 New research by Pogacar et al. suggests that brand names that are linguistically sounding feminine generally outperform those that are perceived as masculine (except if a brand is aimed at a typical male audience or if a brand is used for strictly functional products).
This could be because the feminine names are perceived as conveying warmth and inspire more positive attitudes towards the brand.
A problem with this finding seems to be that the criteria for what is a female brand* appear somewhat vague and in my opinion are likely to differ per language or culture.
What do you think about these findings?
Source: Ruth Pogacar et al., "Is Nestlé a Lady? The Feminine Brand Name Advantage", Journal of Marketing.
* Generally, relatively long words ending in a vowel and with an unstressed first syllable.
| |
|
Comments
|
| |
|
Jaap de Jonge
Editor, Netherlands
|
|
A Cute Brand and Logo A cute logo (or brand, design) can reduce punishment by consumers following various transgressions, such as massive price raises or withholding workers' overtime pay.
Customers are more forgiving in case the design has more babylike features. A logo with high levels of cuteness can motivate consumers to protect the brand from harm, thus reducing consumer punishment of that brand. Such motivations to protect the brand are driven by an incremental belief about the brand's development.
Source: Septianto F. and Kwon J., "Too Cute to Be Bad? Cute Brand Logo Reduces Consumer Punishment Following Brand Transgressions", International Journal of Research in Marketing, Volume 39, Issue 4, December 2022, pp. 1108-1126.
|
Log in
