Even with the same contents, changing a name can significantly impact sales. A prime example of this is when Ito En renamed its hard-to-pronounce "Canned Sencha" to the more familiar "Oi Ocha" in 1989. Despite no change in the product's contents (taste), sales soared after the renaming, reaching approximately six times the original launch scale (1985) within a few years. Brand names and product names are not just labels; they are the first psychological message consumers receive. This is why many hesitate, thinking, "I have candidates, but I can't decide which one will truly resonate." Based on research in psycholinguistics, including sound symbolism (the intuitive association of specific meanings or images like size, shape, movement, or texture with the "sound" of words), ease of pronunciation, and memory retention, this article explores why brand and product names affect sales. It explains the impact of naming on consumer psychology and purchasing behavior and how to create names that are "memorable" and "chosen" for e-commerce brands.
Table of Contents
- Why does a name change sales? The psychological premise of effective naming.
- Pronunciation Ease and Processing Fluency: Easier-to-say names are chosen more often.
- Sound Symbolism (Bouba/Kiki Effect): Sound itself carries meaning.
- Designing for Memorability: Rhyme, Repetition, and Length.
- Designing Meaning and Association: Coined Words, Familiarity, and the Psychology of Personal Relevance.
- Naming Quick Reference by Case: Reverse-engineering names from desired impressions.
- Verification Steps to Avoid Failure in Brand Naming.
- Conclusion: The Name is the Gateway to the Brand Experience.
1. Why does a name change sales? The psychological premise of effective naming.
It's common to have a list of brand name candidates but feel unsure which one to choose. Naming is often considered a matter of intuition, but there are certain principles behind how names affect sales and brand perception. Understanding these principles first will make it easier to see how the discussions on sound and feel that follow are not just isolated techniques but stem from a unified approach. This article reorganizes the content, drawing on relevant research insights and the realities of the Japanese e-commerce market, while referencing Kolenda's "Brand Names: A Step-By-Step Guide," known for its systematic organization of brand naming psychology.
Brand names are important because they determine the "first impression."
When consumers first encounter a brand, the brand name is what they see and hear before price or specifications. People base subsequent judgments on the initial information they receive, so first impressions have a surprisingly significant impact. Even for the same product, a different name can change impressions such as "seems high quality," "feels friendly," or "appears effective." Even if the contents are identical, how a product is perceived changes significantly depending on its naming.
Furthermore, a brand name is not information seen only once. Consumers interact with a brand name repeatedly—seeing it in advertisements, typing it in searches, mentioning it in word-of-mouth, and recalling it for repurchases. Therefore, small differences in "readability," "memorability," and "consistency with brand values or product features" can, in the long run, translate into differences in recognition and sales.
Why brand names are especially important for e-commerce sites
On e-commerce sites, even more so than in physical stores, the quality of a name directly impacts results. There are four reasons for this:
- It's the entry point for direct searches: Whether someone searches for "brand name + product" depends on the name being correctly remembered and correctly typed. Names that are difficult to pronounce will be missed during searches.
- Integrated with domain and social media accounts: The name becomes the URL and account name. Names that are too long or too common will cause issues during acquisition and announcement.
- Spreads by word-of-mouth: Names that are easy to say aloud spread more easily.
- Instant decision on the digital shelf: On e-commerce listing pages, "interested/skip" is decided instantly based on the thumbnail and name alone. The name has mere milliseconds to create an impression.
In other words, on e-commerce sites, a brand name simultaneously serves as the "entry point for searches," the "starting point for diffusion," and the "deciding factor for first impressions." This is precisely why it's worth designing it based on principles rather than intuition.
2. Pronunciation Ease and Processing Fluency: Easier-to-say names are chosen more often.
When considering brand names, the first thing to be mindful of is "ease of pronunciation." People unconsciously tend to feel positive or secure about information that is easy to understand and process. In psychology, this "ease of information processing" is called processing fluency.
In other words, names that are easy to read and pronounce feel approachable and are perceived as more trustworthy. They are also easier to remember, which positively impacts brand recognition and repeat purchases. Beyond the meaning of the name itself, "readability" and "pronounceability" are crucial factors influencing a brand's impression.
What research shows
The influence of pronunciation ease on human judgment has been confirmed by actual data. A 2006 study by Alter and Oppenheimer analyzed newly listed companies in the US market and found that companies with easy-to-pronounce names or ticker symbols tended to perform better immediately after listing compared to those with difficult-to-pronounce names.
This indicates that the "ease of saying a name," which is unrelated to a company's intrinsic value, influenced investor evaluations.
This also applies to brand and product names. When people stumble over pronunciation or take time to understand, they unconsciously feel a psychological burden. As a result, they are more likely to think, "I'll look at it later because it's unclear," or "I'll hold off on judging for now."
Conversely, names that are immediately readable and naturally pronounceable reduce the burden of comprehension and memory, providing a sense of security and familiarity. Ease of pronunciation not only leads to a positive impression but is also a crucial factor affecting whether a product is "chosen on the spot" or "prompts action."
How to apply to your own brand name
Checking for ease of pronunciation is surprisingly simple. Once you have candidates, try reading them aloud. Even if they seem fine on screen, you often find an awkwardness the moment you vocalize them.
Check if you can read it naturally three times in a row.
Try saying the brand name aloud three times in a row. If your tongue gets twisted or you have to correct yourself midway, be careful. In situations like phone calls, customer service, live streaming, or word-of-mouth, a difficult-to-say name will be a disadvantage.
Check if it's read correctly at first glance.
Show candidate names to a third party and ask them to read them without explanation. If pronunciations vary among people, it could affect brand recognition and direct searches. Names with consistent pronunciations are more likely to be remembered.
Don't rely too heavily on unusual spellings.
To differentiate, some cases involve frequent use of "k," vowel omissions, or unique phonetic spellings. However, while such spellings can be eye-catching, they can also give impressions of being "difficult to read," "hard to remember," or "contrived."
Brand individuality is not created by forcing changes to spelling. Prioritize readability and pronounceability first, then express uniqueness through sound and meaning.
A brand name, like pricing and product page design, is a crucial element that shapes the brand experience. No matter how memorable and easy to pronounce a name is, if the pricing presentation and product appeal are inconsistent, the overall brand impression will be weakened.
To effectively convey brand value, it's important to consider pricing strategy alongside naming. The impact of price on consumer psychology is explained in detail in our "Psychology of Pricing" article.
3. Sound Symbolism (Bouba/Kiki Effect): Sound itself carries meaning.
This is the core of this article.
The impression a brand name makes on people is not solely determined by the meaning of the words. In fact, the "sound" of the name itself has the power to influence impressions.
For example, we unconsciously receive various images from the resonance of sounds, such as sounds that feel rounded, sharp, smooth, or soft. This phenomenon, where sound evokes specific impressions or images, is called sound symbolism.
In other words, even before a product's features or brand values are explained, impressions like "seems powerful," "seems gentle," or "seems luxurious" are formed just by the sound of the name.
Well-known for understanding this sound symbolism is the experiment using "Bouba" and "Kiki." Bouba and Kiki are both meaningless words, yet most people associate them with common images. This phenomenon is called the Bouba/Kiki Effect, named after the experiment.
What is the Bouba/Kiki Effect?
A representative example of sound symbolism is an experiment conducted by psychologist Wolfgang Köhler.
When subjects were shown a "round shape" and a "spiky shape" and asked which of the two meaningless words, "Bouba" or "Kiki," they thought best fit each, most people associated the round shape with "Bouba" and the spiky shape with "Kiki."
For instance, sounds like "b," "m," and "o" tend to evoke softness and roundness, while sounds like "k," "t," and "i" tend to evoke sharpness. Even without being taught, we share a common understanding of the image of sounds and shapes to some extent.
This has significant implications for brand naming. Even without knowing the details of a product or service, people receive impressions like "seems gentle," "seems powerful," or "seems sophisticated" from the sound of the name. In other words, a brand name shapes the brand image not only through its meaning but also through its sound.
Japanese Sound Impression Map
In Japanese, too, there is believed to be a certain relationship between the sound of words and impressions. While not an absolute rule, it provides valuable hints when considering brand and product names.
Indeed, studies that evaluated the impression of Japanese sounds as "round" or "sharp" have confirmed that certain sounds tend to evoke common images.
Plosive sounds like Ka-gyo, Ta-gyo, Pa-gyo
These sounds tend to evoke "sharpness," "power," "speed," and "crispness." They are compatible with products that want to emphasize sharp performance or refreshing sensations, and are often used for snacks and beverages. "Gari" in "Garigari-kun" is a prime example of expressing the crunchy texture through sound.
Ra-gyo
These sounds tend to give an impression of "smoothness," "quality," and "sophistication." They are often used by brands that want to create a sense of luxury or high-end appeal.
Sa-gyo
These sounds evoke "cleanliness," "lightness," and "freshness." They tend to be compatible with fields that prioritize a smart and refined impression, such as beauty, fashion, and healthcare.
Ma-gyo, Na-gyo
These sounds convey "gentleness," "friendliness," and "security." They are often used for products that emphasize familiarity, such as daily necessities, food, and family-oriented brands.
Voiced consonants (Ga-gyo, Da-gyo, Ba-gyo, etc.)
Voiced consonants have the effect of adding "solidity," "power," and "presence." They are effective when you want to express energy or powerfulness.
Impressions given by vowels
Vowels also show certain tendencies. For example, sounds pronounced with a narrow mouth, like "i," tend to convey impressions of being "small," "light," or "fast." On the other hand, sounds pronounced with a wide-open mouth, like "a" or "o," tend to evoke impressions of being "large," "solid," or "stable."
When considering brand and product names, pay attention not only to their meaning but also to "what sounds they are composed of." A name whose resonance matches the brand concept will make it easier to convey its value intuitively to consumers.
How to apply to your own brand: Match product characteristics with sound impressions.
The method for leveraging sound symbolism in naming is simple:
Match the desired image for the product's characteristics with the sound of the name.
By doing just this, consumers will instinctively perceive the brand's or product's characteristics even before reading the description.
When aiming for strength, speed, or crispness
For gadgets, sports equipment, protein supplements, or detergents, plosive sounds like "ka," "ta," "pa" rows, or voiced sounds like "ga," "da," "ba" rows are effective. These sounds evoke power, speed, and sharpness, making it easier to convey the product's performance and functionality.
When aiming for smoothness or high quality
For cosmetics, luxury sweets, or premium product lines, names containing "ra" row sounds or soft vowels are suitable. They easily convey smoothness and sophistication, naturally communicating luxury and comfort.
When aiming for cleanliness or lightness
For daily necessities, beverages, or healthcare products, the freshness and cleanliness of "sa" row sounds are effective. They are appropriate when you want to convey a light and smart impression.
Utilizing onomatopoeia
Japanese is a language rich in onomatopoeia (mimetic words) where sounds and sensations are strongly linked.
For example, words like "sakusaku" (crispy), "mochimochi" (chewy), and "gokuri" (gulp) can convey texture and experience intuitively without explanation. By incorporating such elements into product or series names, consumers can easily imagine the product's characteristics even before experiencing it.
Conversely, for a luxury skincare brand aiming for quality and smoothness, using only sharp and hard sounds would create a mismatch between the sound and the product's impression.
The purpose of sound symbolism is not to create a flashy name. It's about aligning the value of the brand or product with the impression received from its name. This is the fundamental idea when using sound symbolism in naming.
4. Designing for Memorability: Rhyme, Repetition, and Length.
No matter how positive an impression a name makes, if it doesn't stick in consumers' minds, it won't lead to direct purchases or word-of-mouth.
So, what characteristics do memorable brand names have?
The key lies in three elements: rhyme, repetition, and length (number of syllables).
Rhyme and repetition aid memory
People tend to remember rhythmic words or words with repeated sounds more easily.
For example, "7-Eleven," "Pocky," and "Garigari-kun" are easy to say and naturally memorable due to their sound repetition and rhythm.
Furthermore, psychological research reports that rhyming expressions tend to be evaluated favorably. This effect is particularly strong when read aloud rather than silently.
This means that brand names should be designed with the assumption that they will be spoken aloud, not just seen in text.
Even on e-commerce sites, brand names are frequently spoken aloud in contexts like social media videos, YouTube, live commerce, and word-of-mouth. Therefore, names that are easy to say and have a good rhythm are easier to remember and spread from person to person.
Optimal length also exists
The length of a brand name also significantly impacts memorability.
In Japanese, names that are typically around 3 to 5 syllables are most memorable.
Names that are too short are difficult to differentiate from other brands, while names that are too long become a burden to remember. Consequently, many successful brand names naturally fall within this range.
However, length also has effects beyond "memorability."
Research indicates that longer names tend to evoke a sense of luxury and specialness, while shorter names tend to evoke familiarity and naturalness.
For example, a slightly longer name can reinforce the brand's world view for luxury brands or premium lines. On the other hand, for products where familiarity is important, such as food, daily necessities, or healthcare products, a short and simple name may be more suitable.
The important thing is that "a short name is not always the right answer."
It is important to design the length of the brand name while balancing memorability and impression, in accordance with the brand's position and the value it wishes to convey.
How to Apply it to Your Brand: Balancing Memorability and Searchability
When considering an EC site brand name, merely being memorable is not enough. In addition to being remembered by consumers, it is also important that they can find it when they search.
In other words, you need to achieve both "memorability" and "searchability."
Make it a conversational length
Brand names are communicated from person to person not only through advertisements and websites, but also through word-of-mouth, social media, and customer service. Therefore, it is ideal to keep the length such that it can be understood after hearing it once.
Generally, 3 to 5 syllables are said to be easy to remember, but if it is longer than that, it is also effective to prepare a naturally pronounceable abbreviation or nickname. By using both the official name and a nickname, it becomes easier to achieve both the brand's world view and its spreadability.
Ensure uniqueness so it doesn't get buried in searches
No matter how memorable a name is, if it's too common, it will get buried in search results.
For example, brand names composed only of generic words like "Natural," "Beauty," and "Life" will have many competitors on search engines, making it difficult for your company to be found.
When deciding on a brand name, actually search for it to confirm whether your brand is easily found by direct search. It is important to have appropriate uniqueness in addition to memorability.
Be conscious of rhythm
Memorable brand names often have a certain phonetic rhythm.
By incorporating repetition of the same sounds or rhymes, the name becomes easier to say and remember. In fact, many famous brands and hit products employ such techniques.
However, if prioritizing rhythm leads to the brand's meaning or worldview not being conveyed, it defeats the purpose.
In naming, it is important to find the point where the three elements of "easy to remember," "easy to search," and "brand-like" overlap. If you can achieve this, you will have a strong brand name that remains in consumers' memories and in search results.
5. Designing Meaning and Association: Coinage, Familiarity, and the Psychology of Personal Relevance
Once the sound and memorability are established, the last thing to consider is "what meaning and image the name conveys."
A brand name is not just an identifier. It also plays a role in communicating the brand's values and worldview, making consumers feel that "it is relevant to me."
What becomes important here is meaning-making through coined words and mechanisms that create familiarity.
Condensing Brand Meaning with Coined Words
In brand naming, "coined words," which combine existing words to create new ones, are often used.
Coined words have the advantage of making it easy to ensure uniqueness. They are less likely to be buried in search results, and are often advantageous in terms of trademark registration.
Furthermore, the ability to embed multiple meanings into a single name is a major appeal.
For example, Febreze is a coined word combining "fabric" and "breeze." It expresses the product's value of freshening fabric products directly through its name.
Also, I LOHAS is said to be a naming that combines the Japanese feel of "iroha" with "LOHAS" (a lifestyle focused on health and environmental consciousness). It is a good example of combining familiarity and brand values into one name.
In this way, coined words are not merely a technique for creating novel names, but a means to condense and convey the brand's characteristics and philosophy.
"Somehow understood" is ideal
However, not just any coined word will do.
A name whose meaning is entirely unimaginable places a heavy burden on memorability. On the other hand, a name that can be intuitively grasped without explanation tends to stick in consumers' minds.
For example, for a plant-derived cosmetic brand, incorporating suffixes or prefixes that evoke nature or professionalism can intuitively convey the brand's worldview.
The key is to "leave room for implied understanding without explicit explanation."
Rather than a name that is completely symbolic, a coined word that people can naturally associate with is easier to understand and remember.
In other words, a good brand name is neither a name that explains everything nor one that has no meaning at all. A name that lies between uniqueness and clarity is often what becomes a strong brand asset.
Psychology of Personal Relevance and Familiarity: Name-Letter Effect
The impact of a brand name on people is not limited to its meaning or sound. People naturally feel an affinity for things that share similarities with themselves.
A prime example of this is the Name-Letter Effect in psychology.
This refers to the phenomenon where people unconsciously develop a preference for letters or sounds contained within their own name. It became widely known through research by psychologists like Brett Pelham.
For example, it has been reported that people tend to feel a slight sense of familiarity or preference for brands or products that contain the same letters or sounds as their own name.
In Japanese, compared to cultures using the alphabet, the influence of kanji, hiragana, and katakana notation is also significant, so not only is sound matching important, but the impression of the characters themselves also matters.
In other words, by incorporating words and expressions that the target audience feels familiar with into the brand name, it becomes easier to create a sense that "this brand is for me."
How to Apply it to Your Brand: Weaving Target Language into the Name
Even if it's difficult to directly replicate the name-letter effect, you can design a name that "tends to evoke familiarity."
Incorporate words used by your target audience
One way to craft brand names is to reflect the language and values that your target audience typically uses.
For example, by incorporating elements of lifestyle, hobbies, regional characteristics, or generation-specific language, you can make them feel that "this brand is for us."
While brand names are given by companies, it is crucial whether customers can accept them as personally relevant.
Control the impression through notation
In Japanese, even with the same pronunciation, the impression conveyed can vary significantly depending on the notation.
- Kanji: Conveys meaning clearly, gives a sense of gravitas and trustworthiness.
- Hiragana: Gives a soft and approachable impression.
- Katakana: Gives a modern and new impression.
- English letters: Easily creates a refined or global impression.
For example, the optimal notation for a brand prioritizing luxury will differ from one prioritizing familiarity, even if the word is the same.
It is important to consider not only the name itself, but also which characters to use for its expression, as part of the naming process.
Avoid ambiguity in pronunciation
If you adopt an English brand name, especially check for ease of pronunciation.
If the pronunciation of a brand name varies among people who see it, it not only makes it difficult to spread by word of mouth but also affects direct searches.
A memorable name is not simply one that looks good.
"Readable when seen" and "Writable when heard"
It is important whether this state can be achieved.
A brand name becomes a strong asset only when its sound, meaning, and notation are consistent. Aim for a name that resonates with your target audience and is unambiguously recognizable.
6. Naming Cheat Sheet by Case: Reverse Engineering Names from Desired Impressions
The following cheat sheet organizes the principles discussed so far to make them applicable to actual naming. The key is not to think of names first, but to reverse-engineer from "what impression do you want to convey?" Try combining sounds, lengths, and notations to find the right direction for your brand.
Naming Cheat Sheet by Objective
| Desired Impression | Sounds that easily convey the impression | Type/Method | Approximate Length | Suitable Notation |
|---|---|---|---|---|
| Luxury・High Quality | 'ra' line / sounds including 'a' or 'o' | Slightly longer coined words・Foreign language derived | 4-6 syllables | English letters・Katakana |
| Familiarity・Gentleness | 'ma' line・'na' line / repetitive sounds | Nickname・Onomatopoeia・Personification | 3-4 syllables | Hiragana |
| Trust・Integrity | Easy-to-read, stable sounds | Meaning-conveying name・Founder's name・Origin-based | 3-5 syllables | Kanji・English letters |
| Speed・Innovation | 'ka' line・'ta' line・'pa' line / 'i' vowel sounds | Short coined words・English derived | 2-4 syllables | English letters・Katakana |
| Cleanliness・Natural | 'sa' line / light sounds | Words associated with nature/plants・Coined words | 3-5 syllables | Hiragana・Katakana |
This is merely a guideline for brainstorming naming directions. If you wish to combine multiple impressions, first decide on the most important impression, and design around sounds that fit that impression. By establishing a core and then adding other elements, you can more easily create a consistent brand name.
Key Naming Points by Category
Cosmetics & Skincare
Sounds containing the "ra" line or soft vowels that can balance luxury and gentleness are suitable. Incorporating words that evoke plants or nature into coined words makes it easier to convey the brand's worldview.
Food & Beverages
Onomatopoeia (mimetic words and sound symbolism) is particularly effective in this category. Expressing texture, mouthfeel, or temperature with sounds can intuitively convey the experience (e.g., "crunchy," "gulp").
Apparel
The brand's worldview is important. While English letters and katakana can create a sophisticated impression, prioritize ensuring that anyone can read the name correctly.
Gadgets & Tools
Hard plosive sounds and short names can easily convey speed and innovation. They also pair well with unique coined words that won't get buried in search results.
Checkpoints for Narrowing Down Names
Once you have narrowed down a few brand name candidates, instead of making a decision based solely on intuition, use a checklist to evaluate them objectively.
- Can it be read correctly at first glance?
- Does the pronunciation vary from person to person?
- Can it be pronounced naturally aloud?
- Do the sound and notation match the product's impression?
- Is it easy to find through direct search?
- Are domain and social media accounts available?
- Does it conflict with trademarks or existing brands?
Naming is not something to be decided solely by sensibility. By using these checkpoints to narrow down your choices, you can more easily select a brand name that will last.
7. Verification Steps to Avoid Failure in Brand Naming
No matter how well you understand the principles of good naming, failing to conduct final verification can lead to failure. Since changing a brand name after it's decided is costly, always verify it before making a final decision.
Common Pitfalls
Using difficult-to-read phonetic spellings or quirky spellings
If you use a difficult-to-read phonetic spelling or a unique spelling in an attempt to differentiate, it will be a disadvantage in terms of recognition and search. It is crucial that a brand name can be read first and foremost.
Creating coined words with no discernible meaning
If you strive for uniqueness too much and create a completely coined word that evokes nothing, the burden of memorization becomes significant. Even with coined words, leave room for some meaning or image to be perceived.
Too long or too generic
Names that are too long are difficult to remember, and names that are too generic tend to get buried in search results. A balance between memorability and uniqueness is crucial.
Having unintended meanings in other languages
If you are considering cross-border e-commerce or international expansion in the future, check that candidate names do not have inappropriate meanings or pronunciations in other languages.
Verification to be done before decision
Since the cost of correcting a brand name after its release is high, it is worth taking the time to test it before finalization.
- Have a third party read it aloud and check if there are different pronunciations.
- Ask multiple people "What kind of product or brand do you think it is?" to see if the intended impression is conveyed.
- Check direct search results to see if there are any competitors or similar brands.
- Check the availability of domain and social media accounts.
- Research trademark registrations.
- Test them in headlines for ads and social media posts, then compare reactions.
Legal Confirmation
For final decisions regarding trademarks and legal regulations, it is recommended to consult with experts such as patent attorneys or lawyers. This article explains the psychology of naming and brand design principles, and does not substitute for legal judgment.
8. Conclusion: The Name is the Gateway to Brand Experience
A brand name is the first point of contact consumers have with a brand.
Ease of pronunciation generates favorability and trust, while sound symbolism intuitively conveys product features and brand identity. Furthermore, rhythm, repetition, and appropriate length make it memorable, and coined words or familiar expressions shape the brand's unique meaning and value.
By designing these elements not just by intuition but based on insights from psychology and marketing, a brand name becomes not merely an identifier, but a crucial asset that communicates brand value.
However, a brand is not complete with just a name.
The impression conveyed by a brand name only becomes powerful when it is consistent with pricing strategies, product page design, and the overall purchase experience. Just like naming, pricing and price display significantly influence consumer judgment, so designing them in conjunction is important.
It is not uncommon for brands to have a name decided but then struggle with how to reflect that brand identity in their e-commerce site or pricing strategy.
SOLSTAR provides comprehensive support from brand design to Shopify store construction and operation. If you wish to consult not only on naming but also on creating an e-commerce site that effectively conveys your brand's appeal, please feel free to contact us.
References & Systematic Resources
- Kolenda, N. Brand Names: A Step-By-Step Guide. https://www.kolenda.io/guides/brand-names (This article was referenced as a systematic resource to organize the psychology of brand names. It is not a translation or reproduction, but a unique reconstruction of principles and original research.)
- Köhler, W. (1929). Gestalt Psychology. (Research that became the origin of the Bouba/Kiki — formerly Takete/Maluma — effect)
- Alter, A. L., & Oppenheimer, D. M. (2006). Predicting short-term stock fluctuations by using processing fluency. PNAS. (Research on pronounceability and processing fluency)
- Associate Professor Taku Togawa (Sophia University), "The Power of Brand Names," and explanations on the name-letter effect and processing differences between phonetic and semantic aspects of Japanese brand names.
Author: Hayato Shimabukuro (CEO, SOLSTAR Inc.)
