By Thom Davies
As seen in
Key takeaways:
Objective: There are many factors to consider when choosing a brand name, and one is whether to lean towards pragmatic names that express value propositions, or edgy names centred on brand positioning. This choice impacts the first impression of your brand: to help founders and businesses make informed choices, we asked a panel of American consumers which style they’re drawn to.
When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?
Name types surveyed:
Responses:
A representative panel of American consumers aged 18 – 64.
When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?
When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?
When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?
When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?
When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?
When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?
Overall, consumers are slightly more drawn to pragmatic names over edgy ones, but when we dig into the demographics, the decision takes on more importance for brands. Older consumers significantly prefer pragmatic names, while edgy names make more of an impact on younger consumers. Brands should choose names that fit who they are, who they want to become, and who they want to appeal to. This research can guide that choice.
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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