Product Naming Techniques
Morphemes differ from words in that many morphemes may not be able to stand alone. The Sprint name is composed of a single word and a single morpheme. Conversely, a brand like Acuvue is composed of two morphemes, each with a distinct meaning. While "vue" may be able to stand as its own word, "acu" is seen as a prefix or a bound morpheme that must connect to a free morpheme like "vue."
Phonemes are minimal units of sound. Depending on the speaker’s accent, the English language has about 44 phonemes. In product naming, names that are phonetically easy to pronounce and that are well balanced with vowels and consonants have an advantage over those that are not. Likewise, names that begin with or stress plosive consonant sounds B, hard C, D, G, K, P or T are often used because of their attention-getting quality. Some phoneme sounds in English, for example L, V, F and W are thought of as feminine, while others such as X, M and Z are viewed as masculine.
Syntax, or word order, is key to consumers’ perceptions of a product name. Banana Republic would not carry the same meaning were it changed to "Republic Banana." Syntax also has significant implications for the naming of global products, because syntax has been argued to cross the barrier from one language to another. (See the pioneering work on Universal Grammar by Noam Chomsky)
Some specific product naming techniques, including a combination of morphemes, phonemes and syntax are shown in the graph below.
|Description||Cinnamon Toast Crunch|
|Reduplication||Spic and Span|
Read more about this topic: Product Naming
Famous quotes containing the words techniques, product and/or naming:
“The techniques of opening conversation are universal. I knew long ago and rediscovered that the best way to attract attention, help, and conversation is to be lost. A man who seeing his mother starving to death on a path kicks her in the stomach to clear the way, will cheerfully devote several hours of his time giving wrong directions to a total stranger who claims to be lost.”
—John Steinbeck (19021968)
“Out of the thousand writers huffing and puffing through movieland there are scarcely fifty men and women of wit or talent. The rest of the fraternity is deadwood. Yet, in a curious way, there is not much difference between the product of a good writer and a bad one. They both have to toe the same mark.”
—Ben Hecht (18931964)
“The night is itself sleep
And what goes on in it, the naming of the wind,
Our notes to each other, always repeated, always the same.”
—John Ashbery (b. 1927)