In sports, fashion, food and equipments, brand names have a unique impact on our brains. Recent studies imply that brand names engage the "emotional", right-hand side of the brain more than other words. And they are more easily recognized when they are in bold capital letters.
It’s a surprise to discover that the rules that apply to word recognition in general do not necessarily apply here. This intrigue supports the intuitive belief that brands are a special class of word - they are like a poem all in one word in their ability to evoke and express ideas.
Unique fonts
Our brains do not process all types of words in the same way. Brand names are unlike any other class of word because they are consistently represented in the same way, with unique fonts, cases and colors. And unlike proper names, they usually apply to a group of objects. Most people know of only one "Taj Mahal", for instance, but "Sony" conjures up everything from TVs to computer
s and cameras.
Brand power
A study made on students reveals that students recognized the common nouns most quickly and accurately, followed by the brand names, then non-words. Whether common nouns were in capitals or lower case made no difference. But the students recognized brand names more accurately when they were in capital letters, something that advertisers will be keen to know. Also, common names were most easily recognized in the right visual field - which connects most strongly to the left side of the brain. But this effect was less strong for the brand names, suggesting the right side of the brain plays a bigger role in identifying brand names. A brand's power is that it conjures up a whole range of associations and ideas, which are primarily emotional.
However, people recognize personal proper names more quickly and accurately than brand names, leaving brand names in a class all of their own. But how could our brains have evolved processing circuits for brands, which are such a recent invention? Well, they did not. The fact that we can read at all suggests that new language features simply recruit existing brain machinery. While brands are a recent linguistic development, so is reading from an evolutionary perspective.
Unique fonts
Our brains do not process all types of words in the same way. Brand names are unlike any other class of word because they are consistently represented in the same way, with unique fonts, cases and colors. And unlike proper names, they usually apply to a group of objects. Most people know of only one "Taj Mahal", for instance, but "Sony" conjures up everything from TVs to computer
s and cameras.Brand power
A study made on students reveals that students recognized the common nouns most quickly and accurately, followed by the brand names, then non-words. Whether common nouns were in capitals or lower case made no difference. But the students recognized brand names more accurately when they were in capital letters, something that advertisers will be keen to know. Also, common names were most easily recognized in the right visual field - which connects most strongly to the left side of the brain. But this effect was less strong for the brand names, suggesting the right side of the brain plays a bigger role in identifying brand names. A brand's power is that it conjures up a whole range of associations and ideas, which are primarily emotional.
However, people recognize personal proper names more quickly and accurately than brand names, leaving brand names in a class all of their own. But how could our brains have evolved processing circuits for brands, which are such a recent invention? Well, they did not. The fact that we can read at all suggests that new language features simply recruit existing brain machinery. While brands are a recent linguistic development, so is reading from an evolutionary perspective.
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