Luxury brands and linguistics: What does luxury sound like?

This article covers the specific linguistics of successful luxury brand names and offers a scientific framework for what makes a brand name portray luxury to consumers with ‘sound symbolism’.

Luxury is a subjective concept; what may be a luxurious treat to some can be an everyday item to others. However, there are traits that help identify a brand as a luxury item. How a brand name sounds, how it rolls off the tongue, and how the brain interprets...