The Power of Language: How Brand Names Influence Consumers' Behaviour ​

In today’s global market, standing apart from the crowd is critical. This requires creating a strong brand that will attract and keep people’s attention. With the right branding, companies have the opportunity to have some control over how their business is perceived. While traditional theories of branding may not explicitly incorporate language, branding strategies significantly depend on linguistic elements. Consumers frequently come to know a brand through language – in advertising or on packaging, on social media or word-of-mouth. Moreover, brand names themselves communicate a brand's essence and shape consumer perception, memory, attitudes, and behaviour. As a matter of fact, the idea that language shapes thoughts, known as linguistic relativity or the Sapir-Whorf hypothesis, is particularly relevant here. Assuming that language may exert influence on cognition, an analysis will be conducted to explore the effects of language choice in brand names on consumer response. ​