A Survey On The Naming Of Brands In Multiple Perspectives

Brand is the representation and soul of a brand,which illustrates the personalities and features of the brand.A good brand name can not only reminds the customer of some particular association of ideas,but also reflects the feature of the commodity, which stimulates the customers to consume by catering to their consumption psychology.For a company,a good name of brand can improve the iamage of the company itself and the commodity.Therefore,a survey on the naming of brands will falicitate better brand strategy and improve the possibility of success in the market. With the economic globalization and China's entry to WTO,more and more people in china have realised that in the process of selling,a good and international name of a brand name has a great importance.It's an urgency and necessity to study the brand name. The present survey on the naming of brands tends to be simplified.In case of the present single perspective survey,this paper tries to synthesize the knowledge of linguistic, cultural study and psychology to do a deeper survey on the problem of brand naming,in hoping of providing some beneficial revelation to the companies on the issue of brand naming.This paper illustrates the defination,classification and function of brand and brand name in the first part.The second part introduces the situation of the development of production naming.After summerizaing the general language features of Chinese brand names,this papaer points out some problems which are urgent to be solves, including identical copy,self-boosting and lack of aesthetic feeling,by rasing Chinese fashion brand name as an example.The forth part aims to explore how to get a good name for the commodity by discussing the methods,principles and associated strategies in multiple perspectives of linguistic,cognitive psychology,social culture and consumption psychology.In the conclusion part,the author emphasises the importance of the naming to the company again,asserting that only on the basis of the synthesized knowledge of linguistic,cultural study and psychology,can an exellent brand name being created.