Sound symbolism: a study of /i/ sound in Ivorian brands for men's perfumes

Entrepreneurship in Côte d’Ivoire evolved a lot. One of the most striking innovation remains sound symbolism in the naming of local Ivorian brands. This article sheds light on the distribution of the /i/ sound in the naming of most successful Ivorian tradenames in men’s perfumes and make out their shaped values. This study is composed with three parts. The literature review explains some key notions like the sound symbolism, and brand linguistics. Then, the research methodology section presents how the research has been led, the nature of our data. The findings reveal that the /i/ sound is strategically used to convey other values when we address an Ivorian male customers.