Famous Chinese Trademark Naming

Through the research of 967 Chinese famous trademark names(up to February, 2007) which recognized by China National Industrial Conference Board, try to describe theories and unscramble symbols among trademark name and graph, letter, color, symbology, region, history, culture, in order to summarizes the Chinese famous trademark naming present situation from the aspects of market and cultural. Based on this, investigate the development and extends of the Chinese brand naming. Analyzes the brand naming potential rules, try to discover the dominant value and the individuality development direction of Chinese brand naming problem.The research of the trademark and the brand naming is a hot issue in the field of the brand study. At present, the study of Chinese famous trademarks mainly devotes to the legal domain, but regarding its brand naming, nearly is at the blank condition. The breakthrough point of the article is "old question, new field" . On the one hand, attempts to find the basis from the existing brand naming theory, but on the other hand, summarizes the new theory or the method by the sample characteristic.The article was divided into four parts. The first part is total checking, abstracting the present situation; the second part is phenomenon analysis, refer to visual mark, cultural psychology, commercial localization as well as the external idea; the third part is essence analysis, try to find the problems of the Chinese brand naming. Hopes that it will provide solutions to Chinese brand naming methods.