Recent research has demonstrated that linguistic characteristics of brand names can cognitively affect product evaluations. In six experiments, the authors demonstrate that affect arising from sound repetition may also be influential. The results reveal across multiple brand names and product...

Introduction -- Part I: historical perspectives on brand advertising -- 2. Overview: visual branding in historical perspective -- Part II: brand marks -- 3. A typology of brand marks -- 4. How and why brand marks vary across product categories -- 5. Rhetorical evolution of brand marks -- Part...