A study was conducted to determine if brand names that begin with consonants called "plosives" (B, C, D, G, K, P, and T) are more readily recalled and recognized than names that begin with other consonants or vowels. Additionally, the study investigated the relationship between name length and memorability, ability to associate names with other things, and ability to recall and recognize names. Subjects were 324 advertising students who completed a three-section questionnaire. The first section required the subjects to think about each of 25 test words, some beginning with plosives and all of varying lengths. Respondents listed as many words or phrases as possible that they associated with the test words during the time allotted. After watching a video tape intended to distract them from the tests, subjects were asked to list as many of the test words as they could remember for the second section of the test. Finally, subjects were given a roster of 50 words from which they were to check those that had appeared on the first part of the test. The results indicated that more respondents recalled and recognized words beginning with plosives than those beginning with other sounds. Recall was significantly greater for one syllable words than for two and three syllable words. Recognition scores were significantly higher for one syllable words than for three syllable words, but not for the two syllable words. (HTH)