The name should have an impact on the subconscious level and trigger the desired emotions.
Ph. D. Alexandr Zhuravlev sets the phonosemantic meaning for each sound in Russian speech. He described the sound of Russian speech of 25 scales:
beautiful – repellent, joyful – sad, light – heavy, good – evil, simple – complex, rough – a gentle, courageous – feminine, strong – weak, etc.
Phonosematic scale allow us to estimate the impact of sounds on the mental state of the person. Than it is more marked is the feature - the emotional and unconscious significance of the word.
For example, "Beeline" ( popular mobile provider in Russia) has the following phonosemantic features – a safe, fun, bright, fast, moving, short .
"Lada" (car brand) – terrible, evil, rough, coarse, heavy. Now I understand why we have such a negative attitude to the domestic auto industry, as we have it inherently at a subconscious level.