Strategies of Brand Naming: A Linguistic Analysis of Global Brand Names in Diversified Industries
| Autor: | Chiu-Ling Lee, 李秋玲 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 The extravagant growth of brands in the global marketplace has created a huge demand for the establishment of effective brand naming methods. To what degree are the phonological, semantic, morphological, and orthographic naming strategies related to particular industries? In an age of globalization, this study aims to explore this question from a linguistic and cultural perspective. The linguistic analytical frameworks used to inquire into global brands were primarily adapted from Vanden Bergh, Adler, and Oliver’s (1987, p. 42) classification, derived from Nilsen (1979) and consisted of phonology/phonetics, semantics, morphology, and orthography. The 315 global brand names were drawn from “Best Global Brands” as ranked by Interbrand and “Ranking The Brands top 100” by SyncForce. First, the brand names were integrated into 18 industries and assessed based on theoretical linguistic features. Secondly, statistical investigation was carried through industries to explore the differences of the linguistic strategies used via the Statistical Package for the Social Sciences (SPSS). Furthermore, historical background and cultural associations of some brands were analyzed to evaluate the fundamental aspects achieved by the successful brands. This study found that the three most frequently adopted branding strategies were descriptive, person-based, and initial plosive naming devices. The three leading naming pattern groups are as follows: 1. Industries which most frequently adopt descriptive naming strategy: (1) Dominance of descriptive, geographic, and ‘mimetic isomorphism’ brand names, implying that the focus is on linguistics, cultural associations, and sociolinguistics — the financial services, and hospitality and travel industries. (2) Dominance of descriptive and ‘mimetic isomorphism’ names, suggesting that they emphasize linguistics and sociolinguistics — the technology, energy, and industrial products and services industries. (3) Dominance of descriptive and person-based brand names, indicating that they highlight linguistics and historical background — the cosmetics and personal care, and retail industries, where cultural associations were also found in the retail industry. (4) Dominance of descriptive brand names, implying that they underscore descriptive brand naming in linguistics — the electronics and media industries, in which sociolinguistics was also commonly highlighted in the media industry. 2. Industries which most frequently adopt person-based naming strategy: (1) Dominance of person-based, transliteration, and initial plosives brand names, implying a focus on historical background and linguistics — the luxury industry. (2) Dominance of person-based, descriptive, initial plosives, and transliteration brand names, suggesting a tendency emphasizes historical background, cultural associations, and linguistics — the apparel, automotive, and food and beverage industries. (3) Dominance of person-based, descriptive, and abbreviation brand names, signifying that they underscore historical background and linguistics — the diversified industry. 3. Industries which most frequently adopt initial plosives: (1) The industry which most frequently adopts both initial plosives and descriptive brand names, implying a focus on linguistics — the household products industry. (2) The industry which most frequently adopts both initial plosives and person-based brand names, indicating that they emphasize linguistics and historical background — the professional services industry. It is anticipated that the investigation by industry of brand naming strategies via linguistic and cultural perspective will make a contribution to both the consumer and company ends in establishing a relationship with global society when multinational brands position themselves worldwide in the age of globalization. This is important in raising brand equity as the brand advances into global markets. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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