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Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the use of a possessive (indicated by an apostrophe s) versus non-possessive form in a brand name (Mrs. Smith's vs. Mrs. Smith) affects consumer brand preferences and choice for less familiar brands. Building on the theory of possessions, this work demonstrates that consumers infer a brand as being under control of an owner implied in a possessive brand name. Eight studies using real-world data and field and lab experiments show that this inference results in enhanced brand purchase intentions and money spent on a brand's product. This research also establishes that the focal effect occurs for consumers less familiar with the brand and for those with high desire to relinquish control. The core effect reverses in co-creation contexts because this process enhances consumers' own desire for control and thus conflicts with the inferred sense of an owner's control over the brand. Additionally, the current work shows that the positive effect of brand-name possessiveness applies only when no brand longevity information is mentioned; the effect is attenuated when brand longevity is communicated, because older brands are generally seen as largely in control of their performance. Beyond informing theory on the effects of a possessive form in brand names, the findings aid marketers in identifying specific marketplace outcomes for possessive-form brand-naming strategies. [ABSTRACT FROM AUTHOR]