Zune Vs. iPod
Here are two highly imaginative and attractive names that describe competing product lines in an area that is very hot with consumers—a perfect pair of names for linguistic profiling. What different messages are communicated by these two very different names?
Each has its own way of looking modern. iPod's i- prefix links it to the Internet generation, while Zune is a newly coined word. Both are structurally simple. iPod is made of two elements, the prefix plus a common 3-letter word pod, adding up to a grand total of four letters. Zune has four letters also, is easy to pronounce, and is only one syllable long, comparing well even to iPod's two syllables.
The simplicity of the names suits their intent: mass market devices that are easy to operate and convenient to carry around. But however similar the devices may be functionally, the linguistic devices they employ differ substantially, resulting in distinct messages.
Zune's focus is liveliness and youth. The buzz of the sound z makes it one of the most energetic in the language. Lexicon's studies of sound symbolism, conducted with hundreds of people in a variety of languages, have shown that word-initial z scores very high for communicating attributes like "lively," "daring," and "fast." The letter z's current popularity in respellings like boyz and antz lends a youthful irreverence. Even though it isn't obviously derived from any real word, Zune could pass for a casual abbreviation, in the same way that 'zza stood in for pizza with some people ten years or so ago. Zune is clearly a fun kind of name.
The sounds of Zune also make a connection with music. After the highly audible z is the vowel u, made with the lips pursed as if one were whistling. The name ends with a musical ring, from the sound n.
If the sound of Zune is poetry to the ears, iPod is poetry for the brain. Using pod for a gadget that "cradles" digital music so that it can be carried around is as original as it is evocative, with an image so compelling that it gave rise to podcast, a type of broadcast with no necessary connection to the iPod.
While the structure of Zune does not make reference to any other Microsoft product, iPod links the brand to some extent with other Apple offerings, notably iTunes but also iMac, iSight, iChat, iWork, and iLife. But of course the prefix is in general use, and there are possible but misguided links it to non-Apple products. Among them are iRiver (a competing producer of portable music players) and iDrive (the BMW console for entertainment purposes, among others).
What does the name say about the company that developed the product? The youthful Zune, joining company with the equally young-sounding Xbox, promises to help Microsoft alter a stodgy image. iPod is more in line with Apple's current image--which has tended to be young and lively since the beginning, thanks to the name Apple and to the company's marketing thrust, as exemplified by the unforgettable slogan, "Think different."
It's possible that linguistic factors will help attract young buyers away from iPod to Zune. For the same reason, older consumers may not be swayed to change their alliance to Zune as quickly. But given how popular portable digital music is with the young, Microsoft choice of Zune is probably an extremely well-founded one.