["Journal of Consumer Behaviour, EarlyView. ", "\nABSTRACT\nIn today's digital and fragmented marketplace, characterised by dwindling consumer attention spans, the subtle power of language in a brand name becomes a key tool for customer engagement. Our research explores how grammatical cues (classes) in brand names shape consumer responses. Grounded in the dual‐perspective model of agency and communion and the stereotype content model, we hypothesise that verb‐based names elicit agency‐related associations, while noun‐based names invoke communion‐related associations. Through four empirical studies, including an implicit association test, guided latent Dirichlet allocation (LDA) topic modelling and two online experiments, we demonstrate that the grammatical class of verbs and nouns significantly influences brand evaluations. Membership in various generational cohorts acts as a key moderator. Verb‐based names consistently boost perceptions of brand competence, particularly among younger cohorts such as Millennials and Gen Z. Conversely, noun‐based names enhance perceived brand warmth, resonating more with older generations (Boomers and Gen X). These linguistically driven associations directly affect purchasing intentions. We combine these findings to propose the Brand Linguistic Action Framework, which categorises brand naming strategies along a spectrum from static (noun‐oriented) to dynamic (verb‐oriented). Our work provides actionable insights for marketers, offering evidence‐based tools to craft names that cut through the noise of saturated digital spaces, in which consumers form snap judgements in seconds.\n"]