Carbonated drink manufacturers can use sound symbolism to stand out from the competition by manipulating specific speech sounds in a brand name to enhance the perceived carbonation level of their beverages.

Why it matters

Amid an increasingly saturated market, companies in the beverage industry can use more voiceless consonants in a brand name to convey a higher level of carbonation and attract consumer attention during the very limited time when a shopper is scanning the shelves.

Takeaways

• Sound symbolism is the idea that certain sounds carry meaning and is increasingly important in marketing.
• There are strong links between speech sounds...