Are brand names special words? Letter visual-similarity affects the identification of brand names, but not common words

One more trip to Barcetona: on the special status of visual similarity effects in city names

Previous research has shown that, unlike misspelled common words, misspelled brand names are sensitive to visual letter similarity effects (e.g., amazom is often recognized as a legitimate brand name, but not amazot). This pattern poses problems for those models that assume that word identification is exclusively based on abstract codes. Here, we investigated the role of visual letter similarity using another type of word often presented in a more homogenous format than common words: city names. We found a visual letter similarity effect for misspelled city names (e.g., Barcetona was often recognized as a word, but not Barcesona) for relatively short durations of the stimuli (200 ms; Experiment 2), but not when the stimuli were presented until response (Experiment 1). Notably, misspelled common words did not show a visual letter similarity effect for brief 200- and 150-ms durations (e.g., votume was not as often recognized as a word than vosume; Experiments 3-4). These findings provide further evidence that the consistency in the format of presentations may shape the representation of words in the mental lexicon, which may be more salient in scenarios where processing resources are limited (e.g., brief exposure presentations).

Misspelled logotypes: the hidden threat to brand identity

Brand names are valuable company assets often accompanied by a unique graphical composition (i.e., as logotypes). Recent research has demonstrated that this uniqueness makes brand names and logotypes susceptible to counterfeiting through misspelling by transposition in tasks that require participants to identify correct spellings. However, our understanding of how brand names are incidentally processed when presented as logotypes is incomplete. To address this gap in knowledge, we conducted a virtual reality experiment to explore the transposed-letter confusability effect on brand name recognition. Participants were immersed in a virtual reality setting and incidentally exposed to logotypes that had correctly spelled brand names or included letter transpositions. Offline analyses revealed that participants were more accurate at recognizing brand names that had been presented with correct spellings than those that had been misspelled. Furthermore, participants exhibited false memories for misspelled logotypes, recalling them as if they had been spelled correctly. Thus, our findings revealed that the incidental processing of misspelled logotypes (e.g., SASMUNG) affects the accuracy of logotype identity recognition, thereby underscoring the challenges faced by individuals when identifying brand names and the elements that make counterfeits so effective.