This would be a much stronger finding if they had found any correlation between vowel sounds and the success/failure of <i>actual</i> brands, not just the perceived appeal of fantasy brand names. Does the fate of a brand really depend on what people think in the first five seconds after they hear the name without context? This is the same kind of thinking that makes Microsoft spend millions on compelling one-word domain names like Live or Bing, which haven't been hugely successful. In my opinion, brands are built through trust and reputation, and in comparison to that, any effect of vowel sounds is a rounding error.