31
Aug/05

JAKE Brand as Opposed to DeSHAWN Brand


The book FREAKONOMICS discusses the concept of ‘whitest’ and ‘blackest’ first names (defined as prevalence among one race coupled with rarity in the other race).  The three ‘whitest’ girl names are Molly, Amy and Claire.  The three ‘blackest’ girl names are Imani, Ebony and Shanice.  The ‘whitest’ boy names are Jake, Connor and Tanner. The three ‘blackest’ boy names are DeShawn, DeAndre and Marquis.  The author discusses this in the context of how names can affect economic destiny (the answer is complex – because such names signal strong identification with a racial group, the names expose the individual to both positive and negative discrimination).

The thought occurs that trademarks function in similar fashion.  I have not encountered much research on the topic.

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