How, when, and where do we process brand names?

Abstract

This doctoral dissertation investigates the neural mechanisms underlying the processing of letter identity, letter position, and visual features in written words, with a particular focus on brand names. Using behavioral experiments, electroencephalographic recordings, and eye tracking, it investigates how consistent visual presentations have an impact on our mental representations of words and therefore contributes to a deeper understanding of word processing in the brain. The findings reveal that brand names, due to their unique visual characteristics, are processed differently than common words, suggesting that for brand names, visual elements are stored alongside their mental representations. The results are discussed in light of current theoretical and computational models of written word processing and have practical implications for education and industries focused on branding strategies, logo design, and the prevention of counterfeits.