Cognitive Tools For Successful Branding

Abstract

This article aims to fill a gap in current studies on the semantics of branding. Through the analysis of a number of well-known international brand names, we provide ample evidence supporting the claim that a finite set of cognitive operations, such as those of domain reduction and expansion, mitigation, and strengthening, among others, can account for the drawing of inferences on the basis of the cue provided by the brand name. Such conceptual mechanisms are often randomly and unconsciously used in the process of building a new brand name. Nevertheless, this article argues that their systematic use results in (i) an increase in the degree of suggestiveness and semantic richness of the brand name, (ii) a lower risk of generating negative associations and connotations, and (iii) higher cognitive economy in the interpretation of brand names on the part of the potential consumer. In doing so, these cognitive operations arise as powerful tools for the task of creating safe and successful brand names.