It is usually a recurring example when talking about the importance that a name can have: in Romeo and Juliet one of the characters wonders if a rose would still be a rose if it had another identity. Will consumers perceive it with the same brand image if it did not have the name it does? In the work the conclusion is that we are something more than the name (taking into account the problems that the protagonists faced, it has a certain logic) but in the world of market products, no one was more wrong than the characters of the popular tragedy. A rose would no longer be a rose if it did not have that name. Consumers would see it with completely different brand values if it were given a new name day identity.
The importance of the name of things is decisive for the success or failure of a product, as shown by the investment that companies make in branding or the fact that the name of a product is studied and chosen with great care and care. Guatemala WhatsApp Number List However, not only is the branding and identity given to a product or service important, but it is also crucial that all communication and all the words associated with it are carefully chosen to fit with what it is wanting to sell.
Language works as a kind of trompe l’oeil that makes the receiver perceive some realities or others. It is not, therefore, only about transmitting a message but it must also be done with concrete and exact words, the words that they say, that they transmit, what the brand is seeking to share in a concrete way.
Names, words, alter consumer behavior, as recalled in an Entrepreneur article in which certain neuromarketing truths are collected in a generic way. Brands must therefore carefully select the descriptions of the products or the different options that they offer in the messages associated with them. What they are saying is as important as the color of the packaging or the positioning strategy.
Several studies have been showing it. Thus, for example, it is supported by a study by David R. Just and Brian Wansink for Cornell University Food and the Brand Lab, which analyzed how the name given to the description of a dish impacts on how consumers behave before the same. Consumers eat less when a plate of spaghetti is called ‘double serving’ than when it is ‘normal’. According to this study, consumers left at least 10 times more food than those who had a so-called normal dish. What they tell us before us impacts what is done. More or less seductive carrots
It is not the only study on the subject that they did at Cornell University. They also studied how the name of vegetables impacts children, a market to which the messages impact them in a more direct way. Children don’t want to eat vegetables, which is kind of a fact of the kitchen world, since the values they associate with those products are often negative. Can changing the name of the product make children feel more inclined towards them?
It does. The experts served the same children a menu with carrots for three days. On the first day, the carrots were not named and were served without associated mentions. In the second, the carrots were served under two denominations, a bland ‘dish of the day’ and an ‘X-ray vision carrots’. That day the consumption of carrots reached 66% with this last denomination, a figure much higher than the 35% who ate them when they were simply carrots.
In another study, it was analyzed how the name change in the vegetable school affected the purchases of those products. The conclusion was that after a couple of months renaming vegetables, their consumption rose by 99% overall.