By Thom Davies
As seen in
Key takeaways:
Objective: Brand names play a critical role in shaping first impressions. This research aims to understand how different naming styles — pragmatic, value-led names versus edgy, positioning-led names — influence consumer trust at first encounter, and how these perceptions vary across demographic groups.
When thinking of your first encounter with a brand, how trustworthy do you perceive brands with the following brand-name styles?
Name types surveyed:
A representative panel of American consumers aged 18 – 64.
When thinking of your first encounter with a brand, how trustworthy do you perceive brands with the following brand-name styles?
When thinking of your first encounter with a brand, how trustworthy do you perceive brands with the following brand-name styles?
When thinking of your first encounter with a brand, how trustworthy do you perceive brands with the following brand-name styles?
When thinking of your first encounter with a brand, how trustworthy do you perceive brands with the following brand-name styles?
When thinking of your first encounter with a brand, how trustworthy do you perceive brands with the following brand-name styles?
When thinking of your first encounter with a brand, how trustworthy do you perceive brands with the following brand-name styles?
When choosing a name, brands must balance many factors, considering long-term positioning as well as immediate impact. While past research has shown that some demographics, such as younger consumers, are more drawn to edgy names, pragmatic names have the edge in terms of trust. Brands must align their naming style with their core audience and growth strategy: consider leaning into clarity and credibility if trust is critical, or using an edgier positioning when differentiation and memorability matter most.
If you’re interested in digging deeper into our findings, or asking your own questions on domain choice and branding topics, contact thom@atomradar.com to learn more.
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Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.
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