Bénédicte LAURENT is the leader and founder of the Namae Concept (advising company in brand creation). She has a doctorate in General linguiscs and phonetics since April 2006. She is also known for her book, Nom de marque, nom de produit : sémantique du nom déposé (2010)
Is there a gendered typology for brands?
In languages where the object names in the current language have a gender, we can identify trends in product positioning and / or report that the brand wants to establish between the product and the consumer.
Similarly, in English languages, for example, where objects have no gender, a rather feminine and masculine imagination is built, even if not directly apprehended in terms of gender, but rather impressions ( » sweet « , » technology « , etc..).
This does not mean that we always have a feminine name for women’s products and male names for men’s products. But according to the fields, the relationships established and the constructed image of the product are quite explicit. Thus, women’s razors are called: Venus Lissea, Pure, Bikini, Intuition, which refers to the world of women, for men, we find Blue Gillette Mach, Mach3 Turbo, Sensor, Wilkinson Sword, BodyCruzer…
It would be interesting to know the sales result for the model Epilady for men; this could guide us on the degree of impact of a name on the sales!
Other products much for women (http://www.inegalites.fr/spip.php?article1381) have male names, because the promise of sale is much more based on technological efficiency: Kompressor, SilentStar, PerfomerPro, Compacteo, Soleo, Devil … And to evoke powerful products reliable and technology, our performances still go through an image of the male …