{"id":23726,"date":"2022-11-08T13:50:20","date_gmt":"2022-11-08T12:50:20","guid":{"rendered":"https:\/\/larryagency.com\/phonosymbolism-in-branding-strategy-the-case-of-harry-potter\/"},"modified":"2024-05-28T13:34:46","modified_gmt":"2024-05-28T11:34:46","slug":"phonosymbolism-in-branding-strategy-the-case-of-harry-potter","status":"publish","type":"post","link":"https:\/\/larryagency.com\/en\/phonosymbolism-in-branding-strategy-the-case-of-harry-potter\/","title":{"rendered":"Phonosymbolism in Branding Strategy: the case of Harry Potter"},"content":{"rendered":"\n<p>Sound symbolism (or phonosymbolism) is that linguistic process in which the sounds of a word provide clues to its meaning. Even more simply: <strong>even words have a sound<\/strong>.<\/p>\n\n<p><strong><em>Let&#8217;s have some fun and take a quiz!<\/em><\/strong><\/p>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">Phonosymbolism: Takete and Maluma<\/h3>\n\n<p>With which of the 2 figures depicted do you come to associate the word <strong>TAKETE<\/strong> and which <strong>MALUMA<\/strong>?<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/larryagency.com\/wp-content\/uploads\/2022\/11\/Takete_E_Maluma.png\" alt=\"\" class=\"wp-image-16137\" style=\"width:445px;height:auto\"\/><\/figure>\n\n<p>Don&#8217;t go to the next paragraph right away.<\/p>\n\n<p>Did you happen to associate <strong>&#8220;Takete&#8221; <\/strong>with figure A and <strong>&#8220;Maluma&#8221; <\/strong>with figure B?<\/p>\n\n<p>Did we guess right? We imagine so!<\/p>\n\n<p>This experiment on phonosymbolism, which, we repeat, is the link between shapes and sounds, was conducted in 1929 by Wolfgang K\u00f6hler who showed that, in most cases, <strong>Takete<\/strong> was associated with the <strong>angular figure<\/strong> (a) and <strong>Maluma <\/strong>with the figure with a <strong>softer shape<\/strong> (b).<\/p>\n\n<p><strong><em>You should know that each word is received by the brain as an image, with which a meaning is subsequently associated.<\/em><\/strong><\/p>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">What does Phonosymbolism have to do with Brands?<\/h3>\n\n<p>People define in their heads <strong>the character of a brand already from the name<\/strong> <strong>and especially from the sound<\/strong> (thus the phonemes) from which the brand name is composed. Obviously, the effects of phonemes on people&#8217;s minds are uncontrollable and are not the same since they are derived from the sensory experiences each of us has.<\/p>\n\n<p>Therefore, when choosing a name for our brand or when launching a new product in the market, <strong>we need to choose phonemes that convey the significant characteristics we want to emerge<\/strong> with respect to that name.<\/p>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">Brand design and onomatopoeic names<\/h3>\n\n<p>Lately many luxury brands, such as <strong>Hugo Boss, Ferragamo, and Burberry<\/strong>, have standardized the font of their logos. By the way, if you want to explore this topic further, we have written an article on <a href=\"https:\/\/larryagency.com\/en\/fonts-for-logos-how-to-choose-the-right-one\/\" target=\"_blank\" rel=\"noreferrer noopener\">how to choose fonts for logos<\/a>.<\/p>\n\n<p>Returning to luxury brands, some designers and communication experts have called this operation of <strong>\n  <a href=\"https:\/\/larryagency.com\/en\/brand-design\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brand Design<\/a>\n<\/strong> &#8220;flattening of logos.&#8221; In short, it&#8217;s a bit like brands have become unified, all appearing the same.<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/larryagency.com\/wp-content\/uploads\/2022\/11\/Loghi_Appiattimento-1.png\" alt=\"\" class=\"wp-image-16139\" style=\"width:600px\"\/><\/figure>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Therefore, the question that arises is: in this flattening, <strong>how does the brand stand out?<\/strong><\/p>\n\n<p><strong>The choice of name in this case becomes decisive.<\/strong><\/p>\n\n<p>You know those onomatopoeic names like <strong>Tic Tac, Schweppes, Crik and Crok<\/strong>? These are names that imitate sounds and evoke certain sensory associations.<\/p>\n\n<p><strong>Tic tac<\/strong>, for example, is the typical sound of the lid when we open and close the product package, crick crock is the sound of when we bite into a potato chip, and so on.<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/larryagency.com\/wp-content\/uploads\/2022\/11\/Tic_Tac_.png\" alt=\"\" class=\"wp-image-16140\" style=\"width:400px\"\/><\/figure>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">Phonosymbolism in the case of Harry Potter<\/h3>\n\n<p>Having come to this point, what does Harry Potter that we have inconvenienced and included in the title of our article on Brand <em>Phonosymbolism<\/em> have to do with it?<\/p>\n\n<p><strong>Fernando Customs<\/strong>, a professor of psychology at the Catholic University of Milan, laid the groundwork from which to perform  <strong>The phonosymbolic analysis of the brand name.<\/strong>  Customs investigated the expressive valences associated with phonemes that affect people&#8217;s perception, as well as the relationship between phonosymbolic meaning (vowel and consonant sounds) and the linguistic meaning of words.<\/p>\n\n<p><strong>Let&#8217;s examine the word &#8220;Quidditch.&#8221; Harry Potter fans will thank you!<\/strong><\/p>\n\n<p><em>Quidditch<\/em> is a neologism coined by Rowling, author of the successful saga of the world&#8217;s most famous wizard.<\/p>\n\n<p><strong>Quidditch is a word invented<\/strong> to name the game that appears in Harry Potter.<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/larryagency.com\/wp-content\/uploads\/2022\/11\/Harry_Poter.png\" alt=\"\" class=\"wp-image-16141\" style=\"width:400px\"\/><\/figure>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Following Customs&#8217; studies, we analyze phonemes, or the sounds that are produced in pronunciation.<\/p>\n\n<p><strong>The vowel U<\/strong> recalls the concepts of sacredness and darkness. <strong>I <\/strong>,<strong> on the other hand<\/strong>, communicates<strong> lightness<\/strong> and speed.<\/p>\n\n<p><strong>Hard D<\/strong>, communicates <strong>strength, power<\/strong>, stability. <strong>Sweet C (followed by h),<\/strong> on the other hand, <strong>indicates lightness and speed<\/strong>.<\/p>\n\n<p>In short, we do not know what Rowling had in mind when she invented this word; reading, however, the meaning of the phonemes derived from Dogana&#8217;s studies, we imagine that she wanted to convey the perceptions of lightness and speed: two characteristics that, on closer inspection, indeed, on closer inspection, are evoked by the famous match aboard flying brooms.<\/p>\n\n<p>Had you ever heard of Phonosymbolism in brands? Let us know in the comments!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why do we talk about phonosymbolism in Branding strategy? We analyzed the case of Harry Potter and did the phonosymbolic analysis of the name.<\/p>\n","protected":false},"author":2,"featured_media":23457,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50],"tags":[],"class_list":["post-23726","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-stories"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Phonosymbolism in Branding Strategy: the case of Harry Potter | Larry Agency<\/title>\n<meta name=\"description\" content=\"Why do we talk about phonosymbolism in Branding? 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