Incongruence in Brand Names and Its Effect on Consumer Preference

Purpose -Brand name is one of the determining factors of a brand's success. Simple brand names capable of capturing consumers' attention will make them easy to remember and get to perceive the brand. The significance of brand names has caused practitioners to have high consideration in determining brand names for products. With the sprouting up of new SME-based businesses in Indonesia, it is worth studying how these new businesses name their products. Specifi cally, we aim to analyze how diff erent brand name designs aff ect consumer preference.