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Naming

Brand Naming Influencing Appetites

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Give a vegetable a catchy name – such as X-Ray Vision Carrots or Dinosaur Broccoli Trees or Tomato Bursts – and kids will eat nearly twice as much of it.

That’s the finding from a Cornell University study of 186 preschoolers. And the results were lasting. Even on lunch days when special names weren’t assigned, the kids continue to eat about 50% more of that same veggie.

“Cool names can make for cool foods,” said the study’s lead author. “Giving a food a fun name makes kids think it will be more fun to eat.”

Marketers know a similar approach works with adults: Spark their imagination, and it will spark their appetites.

* “Belgian Black Forest Chocolate Cake” outperforms basic “Chocolate Cake” as a menu item.

* “Succulent Italian Seafood Filet” outperformed plain “Seafood Filet” in a restaurant study. (Sales increased by 28% and taste ratings by 12%.)

The same foods, but with different expectations because of the name – and thus a different experience.

Now, that’s food for thought.

For more on brand naming order Brand Aid, second edition, A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

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