Research on linguistic structure suggests that consumers would prefer:
A) completely made up brand names like Encana.
B) brand names with sound repetition like Tutti Fruiti.
C) brand names starting with an uncommon letter such as Xerox.
D) brand names that are acronyms such as IBM.

Question

Quizplus · Accepted Answer

Consumers tend to prefer brand names with sound repetition, also known as "phonetic symbolism." This is because such names are easier to remember and associate positively with the product or service being sold. Examples of successful brands using sound repetition include Coca-Cola, Krispy Kreme, and KitKat.

Research on Linguistic Structure Suggests That Consumers Would Prefer