Verbal identity
Sound symbolism
Associations between speech sounds and perceived qualities, such as a rounded or pointed shape. These patterns can inform questions when testing a name.
By Suman SharmaUpdated Editorial policy
A study by Ćwiek and colleagues tested the bouba and kiki association across speakers of 25 languages and reported strong overall evidence for the effect. This supports a relationship between speech sounds and shape judgements in that task. It leaves the effectiveness of an individual brand name to be assessed in its own context. Familiar words, pronunciation and the audience's language can all be questions in that assessment.
Sources and further reading
How Branding Tatva uses it
Ask intended buyers to say a candidate name, explain the associations it brings to mind and recall it later. Compare those observations with the naming brief. Keep this audience exercise separate from the professional checks needed before adopting a name.
Questions this term clarifies
- What is tone of voice?
- How does language frame value?
- What belongs in a messaging framework?
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