A Comprehensive Study On Brand Naming

Brand name is the representative and soul of a brand. It reflects the brand's personality and characteristics. A good brand name can not only arouse consumers' unique association and distinguish the product from others, but also it can boost consumers' buying desire and stimulate the consumption. Besides, a good brand name is an aid to strengthen both corporate image and product image. Therefore, brand name study conduces to the establishment of a better brand strategy and it will increase the possibility of success for the product in the market.With the globalization of world economy, especially with China's entry into the World Trade Organization, more and more people in China have realized the importance of good brand names and international brand names in promoting sales. It is therefore not only necessary but also urgent to study on brand names. At present, researches on brand names are often carried out only from one perspective. The author of this thesis attempts to carry out a comprehensive study on brand naming incorporating the knowledge of linguistics, psychology, culture and translation. It is hoped that this thesis will be helpful for companies when they have to brainstorm names for their new products.The first chapter serves as an overview of brand and brand name. In this part, the definition, classification and functions of brand and brand name are dealt with. The second part of this thesis introduces the world brand naming industry and it also carries out analysis of brand names from both linguistic and psychological perspectives. The next chapter mainly deals with the status quo of Chinese brand naming and some existing problems are brought in the spotlight such as plagiarism and imitation, word abuse, aesthetic feeling shortage. Chapter IV, the most significant part, aims to explore how to get the right brand names. After introducing four basic brand naming principles, the author puts great emphasis on the cultural aspect of brand names, which is really crucial to a good brand name. In the latter part, scientific brand naming procedures are introduced and followed by a case study. As more and more companies are becoming multinational, brand name translation will be unavoidable and needs to be taken good care of. Chapter V first identifies the possibility of transferring brand names, and then provides several techniques of brand name translation. In the conclusion part, the author emphasizes the importance of brand naming again and it is suggested that in the process of brainstorming a good brand name, linguistics, psychology, culture and translation should all be taken into consideration. Only in this way can we create a good brand name.