| A good brand name is the premise for a brand to achieve consumers'awareness, acceptance, satisfaction and loyalty. Brand name reflects the product's characteristics, and to a large extent arouses consumers'unique associations, thus stimulates their consumption psychology and enhances their purchase desires. Brand naming bears the strategically important role. Good brand names make the products distinctive from their competitors in product marketing. So researching brand naming helps to launch better brand strategy and enhance the possibility of business success.Brand naming study covers linguistics, marketing, culture, translation, consumer psychology, aesthetics, and much other academic knowledge. From the linguistic point of view, the current mainstream research of brand naming falls on the semantic,morphological and pragmatic features as well as related issues, while few involve the sound attributes of brand name. But for consumers, perceiving the sound properties of the brand name is their fundamental starting point. Sound symbolism theory holds that sound can convey certain meanings. Applying sound symbolism theory into brand naming research will help to create more effective brand names.Given that it is now inconclusive for the culture-universality of sound symbolism, i.e. whether the same sound conveys the identical meaning under different culture contexts, the author tries to do an empirical research about what meanings English sounds convey in Chinese culture by using coined brand names as the basic test elements, with the purpose of providing valuable data references for resolving the academic debate and exploring significant implications for brand naming.The study starting from the point of sound conveying meaning will expand the research depth and scope of brand naming theories, at the same time accelerate the construction of marketing theories and linguistic theories, and be beneficial to creating better brand names in practice. |
PDF Full Text Request