Brand Name Game: Does Case Matter to Consumers?

Lena Kashyap in Mind & Education August 2025 • 4 min read.

"Decoding the Subtle Power of Upper and Lowercase in Brand Perception"

In the crowded marketplace, brands are constantly vying for consumer attention. While factors like logo design, color palettes, and marketing campaigns take center stage, a subtler element often goes unnoticed: the letter case of a brand's name. Is it all uppercase, all lowercase, or a mix? Does this seemingly minor detail influence how consumers perceive the brand and its products?

A recent study published in the Journal of Retailing sheds light on this intriguing question. Researchers Na Wen and Nicholas H. Lurie delved into the impact of uppercase versus lowercase brand names on consumer attitudes and purchase intentions. Their findings reveal that letter case does indeed matter, and its influence hinges on a fascinating interplay with gender perceptions and consumption benefits.

This article will breakdown the key findings of this study. We'll explore how something as simple as letter case can affect whether a brand is seen as masculine or feminine and how this, in turn, shapes consumer preferences and buying decisions. Get ready to decode the subtle power of typography and uncover the hidden psychology behind brand names.

The Gender Case: How Letter Case Shapes Brand Personality

Wen and Lurie's research begins by establishing a fundamental connection: brand names, through their letter case, evoke gendered associations. According to their study, lowercase brand names tend to be linked with feminine characteristics, while uppercase names are more often associated with masculine traits. This perception stems from deeply ingrained cultural associations, and the way these case styles present friendliness and authority.

To demonstrate this, the researchers conducted a series of experiments. In one study, participants were asked to evaluate a personal training studio named either "green's studio" (lowercase) or "GREEN'S STUDIO" (uppercase). The results showed that the lowercase version was perceived as more feminine, while the uppercase version was seen as more masculine.

Name Game: When ‘chris’ was ‘CHRIS,’ participants were more likely to perceive them as male.
Training Traits: When the training studio name was in lowercase (green's studio), it was perceived to be more feminine.
Shampoo Study: With both uppercase and lowercase style variations of ‘QABA,’ participants found the lowercase version more feminine.

These findings suggest that letter case acts as a subtle signal, influencing how consumers unconsciously categorize brands along gender lines. But the story doesn't end there. The real power of letter case lies in its ability to create congruence – or a lack thereof – with other brand elements.

Name in the Game: What it means for brand?

Ultimately, the research by Wen and Lurie highlights the importance of aligning seemingly minor brand elements, such as letter case, with the broader brand identity and target audience. By understanding the subtle psychological associations of typography, marketers can craft more compelling and resonant brand names that connect with consumers on a deeper, more intuitive level. So, the next time you see a brand name, take a moment to consider: Is it shouting, whispering, or striking the perfect balance? The answer, it turns out, can have a significant impact on what you think and, more importantly, what you buy.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1016/j.jretai.2018.10.002, Alternate LINK

Title: The Case For Compatibility: Product Attitudes And Purchase Intentions For Upper Versus Lowercase Brand Names

Subject: Marketing

Journal: Journal of Retailing

Publisher: Elsevier BV

Authors: Na Wen, Nicholas H. Lurie

Published: 2018-12-01

Everything You Need To Know

How does the letter case of a brand name influence consumer perception?

The letter case of a brand name subtly shapes consumer perception by evoking gendered associations. According to the research by Wen and Lurie, lowercase brand names are often linked with feminine characteristics, while uppercase names are associated with masculine traits. This influences how consumers unconsciously categorize brands, which in turn affects their attitudes and purchase intentions. Examples like "green's studio" (lowercase) being perceived as more feminine and "GREEN'S STUDIO" (uppercase) as more masculine demonstrate this effect. This is based on the Name Game, Training Traits and Shampoo study cases.

What are the key findings of the research by Wen and Lurie on letter case and brand perception?

Wen and Lurie's research revealed that letter case significantly impacts consumer attitudes and purchase intentions. Their experiments showed that lowercase brand names tend to be perceived as more feminine, while uppercase names are seen as more masculine. This perception arises from cultural associations and the way each case style presents friendliness and authority. The research emphasizes the importance of aligning the letter case with the broader brand identity and target audience to create a compelling and resonant brand name.

Can you explain the implications of the gendered associations of uppercase and lowercase brand names?

The gendered associations of uppercase and lowercase brand names have significant implications. Uppercase names, linked with masculinity, may convey authority and strength, potentially appealing to consumers who value these traits. Conversely, lowercase names, associated with femininity, might project approachability and friendliness, resonating with consumers seeking these qualities. The congruence between the letter case and other brand elements, such as the logo or product, is crucial, as it affects how consumers perceive the brand's overall personality and how well it aligns with their preferences.

How does the letter case of a brand name affect purchase intentions?

The letter case of a brand name affects purchase intentions by influencing how consumers unconsciously categorize brands along gender lines and creating congruence with other brand elements. When a brand's letter case aligns with its perceived gender identity and target audience, it resonates more effectively with consumers. For instance, a brand targeting a female demographic might benefit from a lowercase name to project a feminine image. Conversely, a brand aiming for a masculine image might choose uppercase to communicate strength and authority. This alignment enhances the brand's appeal and increases the likelihood of purchase.

What is the significance of aligning letter case with the broader brand identity?

Aligning letter case with the broader brand identity is crucial for creating a cohesive and effective brand image. This alignment ensures that all brand elements, including the letter case, work together to communicate the brand's personality, values, and target audience. The research by Wen and Lurie underscores the importance of seemingly minor details like letter case. When the letter case aligns with other brand elements, such as the logo, color palette, and marketing message, it strengthens the brand's identity and creates a more consistent and memorable experience for consumers. This consistency leads to increased brand recognition, trust, and ultimately, purchase intent.