THE WINNING NUMBER - CONSUMER PERCEPTIONS OF ALPHA-NUMERIC BRAND NAMES

Alpha-numeric brand names include referent and nonsense mixtures of le tters and numbers. Several significant features of alpha-numeric brand names are identified, such as the magnitude of the number used in the brand name, its shape or spoken sound, and the symbolism of the words or letters that are used with the number to form the brand name. The inferences that consumers draw from an alpha-numeric brand name influe nce their understandings and expectations of the product.