Alphanumeric brand names
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Alphanumeric brand names are composed of letters and numbers. Examples include 7up, Saks Fifth Ave, Audi A4, Canon A75. They may serve as abbreviations (e.g., 3M), indicate model extensions (iPhone 2,3,4,5), symbolize physical product attributes (the v-shaped V8 engine), incorporate technical attributes (AMD32 chips use 32-bit processors), refer to inventory codes or internal design numbers (e.g., Levi's 501).
Gunasti and Ross (2010) define two dimensions of alphanumeric brand names: Link and Alignability as shown in the below table. Link refers to the connection between the brand name and a specific product feature or the product as a whole; whereas alignability is about whether the preferences for a product can be aligned with the numbers included in the brand names in an ascending or descending trend.
|Alignability / Link:||Linked (to attributes)||Non-linked (to specific attributes) or Linked to Overall Product|
|ALIGNED Ascending Brand Names||TECHNICAL SYMBOLISM (AMD32 versus AMD64: 32 vs. 64 bit processing)||PRODUCT EXTENSIONS, SERIES, DATE OF RELEASE (Boeing 737, 747; Pentium 2,3,5; Windows 95, 98, 2000)|
|ALIGNED Descending Brand Names||UNDESIRED ATTRIBUTES (Nickles35 bread with only 35 calories)||MYTHICAL NUMBERING (Calvin Klein One perfume)|
|NON-ALIGNED Non-monotonic Brand Names||DIRECT SYMBOLISM (XBOX360) ABBREVIATIONS (V8 juice)||ABBREVIATIONS (3M; WD-40) DIRECT SYMBOLISM (7Eleven)|
|NON-ALIGNED Monotonic Brand Names||PREFERENCE DEPENDS ON NEEDS (Coppertone 30, 40, 50)||DESIGN CODES (Levi's 501, 505, 607) INVENTORY CODES (unknown to customers)|
- Gunasti, Kunter; William T Ross (2010). "How and When Alphanumeric Brand Names Affect Consumer Preferences". Journal of Marketing Research 47 (December): 1177.
- Pavia, Teresa A. and Janeen Arnold Costa (1993), “The Winning Number: Consumer Perceptions of Alpha-Numeric Brand Names,” Journal of Marketing, 57 (July), 85–98. http://www.jstor.org/discover/10.2307/1251856?uid=2&uid=4&sid=21101859686387 http://www.marketingpower.com/ResourceLibrary/JournalofMarketing/Pages/1993/57/3/9310123955.aspx http://business.highbeam.com/138375/article-1G1-14469421/winning-number-consumer-perceptions-alphanumeric-brand
- Boyd, Colin W. (1985), “Point of View: Alpha-Numeric BrandNames,” Journal of Advertising Research, 25 (5), 48–52.