An Analysis Of The Motivation Of Trademark Names From The Perspective Of Cross - Culture

Brand name is the essence of the infor mation about the product. This thesis is trying to combine Memetics and the view of cross-cultural communication to explore and analyze brand nam es. The born of Me metics provides theoretical basis for analyzing cultural evolution. Meme can be defi ned as the gene of culture. Based on its survival ability, memes can be classified as strong m emes and weak m emes. By analyzing the relationship be tween meme and the language, the language m eme is introduced, and ways for the transm ission of language m emes are presented. After briefly introducing the brand nam e(including its definition, functions, lexical features and cultural connotation), the features, tran smitting ways and the classification of the brand name meme are presented. Brand na me memes can also be classified into two groups, the strong ones and the weak ones. There are totally four selective stages in the life-cycle of strong brand na me memes. Only when str ong brand name m emes meet certain selective criteria, their constant copy and transmission can be assured. At last the thesis analyzes the cross-cultural transmission of brand nam e memes from two angles. The first one is the selection of brand na me memes from the new cultural m eme pool, and the second one is the adaptation and adjustment of brand na me memes to the new cultural meme pool. Hope the endeavor in this thesis will benefit those com panies who are competing in the cut-throat world m arket and help them create strong brand name memes.