New research at the University of California in Los Angeles shows that brand names have a unique impact on our brains. They engage the "emotional" right-hand side of the brain more than other words. The research shows that the rules that apply to word recognition in general do not necessarily apply to brand names. Apparently, the brain lumps brand names into their own special category. They are unlike any other class of word because they are consistently represented in the same way, with unique fonts, cases, colors and symbols.

The research indicates that the right side of the brain plays a bigger role in identifying brand names than other words. A brand's power is that it conjures up a whole range of associations which are primarily emotional

(Journal reference: Brain and Language, Vol. 82, p 327)

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