Chooze yor brand name very carefully to avoid alienating consumers

There are some advantages that come from using an unconventionally spelled brand name, which explains why companies often select them. However, little is known about how this strategy impacts consumers’ beliefs about the brand and, ultimately, their willingness to support it.

New research from the University of Notre Dame in the US finds that, in general, consumers are less likely to support uniquely spelled unfamiliar brands, compared with those that use the conventional spelling.

The study, entitled ‘Choozing’ the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names’ is soon to be published in the peer-reviewed Journal of Marketing from lead author John Costello, Assistant Professor of Marketing at Notre Dame, along with Jesse Walker and Rebecca Walker Reczek from Ohio State University.

“Consumers perceive unconventionally spelled names as a persuasion tactic or a marketing gimmick, leading them to view the brand as less sincere,” said Costello. “Our studies suggest that while marketers may choose unconventional spellings for new brands with the goal of positively influencing consumers’ perceptions, doing so may backfire.”

However, the study finds there is no backfire effect when a company’s motive for selecting a uniquely spelled name is perceived as sincere.

Crowdsourcing or explaining the name may make a difference

“When a brand name is crowdsourced by consumers rather than chosen by the company, the backfire effect is eliminated,” Costello explained. “We also find unconventionally spelled brand names may even be preferable when consumers want an especially memorable experience – for example, visiting a bar made entirely of ice at a vacation destination like Las Vegas.”

Watch a video interview with Professor Costello here.

So why do so many companies choose intentionally misspelled brand names?

Prior research has shown they are more memorable and make it easier to trademark and find related domain names. They may also help convey the brand is trendy, cool or young.

“A pilot study we conducted with 100 marketing managers found support for all three of these beliefs,” Costello said. “So, it’s a bit surprising to find that the use of an unconventional spelling often backfires, reducing consumers’ likelihood to support the brand.”

The study shows there are both positives and negatives to using unique spellings, including a risk of alienating consumers. It offers important insights for firms launching new brands and marketing agencies that specialise in the naming of brands.

“If companies choose to use unconventional spellings for new brands, they should clearly communicate a sincere naming origin story during introductory marketing campaigns to avoid the backfire effect,” Costello suggested. “They could also communicate this sincerity when designing different brand elements – such as logos, packaging or slogans.”

You can read more about the research here.