Research results show that feminine brand names are considered 'warm' and sales increase

In Italy, brand names also have 'feminine names' and 'masculine names', just as those ending with '-o' are basically male names and those ending with '-a' are female names. There is. Regarding the gender of these names themselves, research results have been announced that 'feminine names improve brand power.'

EXPRESS: Is Nestlé a Lady? The Feminine Brand Name Advantage --Ruth Pogacar, Justin Angle, Tina M. Lowrey, LJ Shrum, Frank R. Kardes,

https://journals.sagepub.com/doi/abs/10.1177/0022242921993060

The market advantage of a feminine brand name --ScienceDaily
https://www.sciencedaily.com/releases/2021/02/210217091028.htm

The gender of the brand name was focused on by a research team led by Associate Professor Ruth Pogačar of the Haskayne School of Business, University of Calgary, Canada. Associate Professor Pogačar and his colleagues are based on 20 years' worth of data on the top 100 global brand rankings released annually by Interbrand , the world's largest branding company, and what position masculine and feminine brand names are in the ranking. I investigated whether it occupies. The gender of the name may differ depending on the language, but in this study, the feminine names are 'long', ' many syllables ', 'the second and subsequent syllables have strong and weak accents ', and 'end with a vowel' ( Example: Amánda) and the masculine name was 'a single syllable with a strong or weak accent, or if there are two or more syllables, the first syllable has a strong or weak accent' or 'ends with a consonant' (eg Édward).

As a result, it was found that brands with feminine names are more likely to be ranked in the top 100 global brand rankings for the past 20 years, and brands with higher ranks are more likely to have feminine names. In order to confirm this phenomenon, an experiment was conducted in which the subject was asked about an image of a brand name that he had never heard before, and the feminine brand name was considered to be 'feeling honesty', and the subject was asked. There was a tendency for it to be easier to answer that 'purchasing motivation is promoted.'

However, it has also been found that the gender effect of a brand name depends on the product. For men's products such as men's sneakers, it was confirmed that the gender effect of the brand name has no effect, and that products such as weight scales that require pure function tend to prefer the masculine brand name. .. On the other hand, feminine brand names are strongly preferred for products that are directly linked to pleasure, such as chocolate.

'It's a good idea to consider linguistically feminine names, especially when deciding on names for products related to pleasure,' said Tina Lowry, a research team.