Tag Archives: Miguel Brendl

The Name-Letter Branding Phenomenon

Did you know that your name can have an impact on everything from your day-to-day decisions like which candy bar you prefer to some of your most important life decisions like the career you choose?

“If a brand name shares our initials, we tend to like it more,” says Miguel Brendl, Professor of Marketing at the Kellogg School of Management, who has taken an interest in studying the complex relationship people have with their names and brands they purchase.


It is no coincidence that there are an unusual number of Dentists named Dennis. Women named Louise are likely to move to Louisiana, and Craigs like Coke while Peters prefer Pepsi. Is it any coincidence then that I am running FINIEN and my name is Fabian?

Read more about this interesting phenomenon here.