Do Female Brands Outperform Male Brands?

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Jaap de Jonge
Editor, Netherlands

Do Female Brands Outperform Male Brands?

🔥NEW New research by Pogacar et al. suggests that brand names that are linguistically sounding feminine generally outperform those that are perceived as masculine (except if a brand is aimed at a typical male audience or if a brand is used for strictly functional products).
This could be because the feminine names are perceived as conveying warmth and inspire more positive attitudes towards the brand.

A problem with this finding seems to be that the criteria for what is a female brand* appear somewhat vague and in my opinion are likely to differ per language or culture.
What do you think about these findings?

Source: Ruth Pogacar et al., "Is Nestlé a Lady? The Feminine Brand Name Advantage", Journal of Marketing.
* Generally, relatively long words ending in a vowel and with an unstressed first syllable.

 

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