Semiotic Analysis On The Elements Of Brand Name

With the progress of the times and social development of economy, people aresurrounded by abundant materials. Brand awareness has been increasingly enhancedby the increasingly fierce market competition. The functions of brand recognition hasparticularly obvious in attracting the attention of the market, and the value of thebrand in the market has also been stood out. External recognition elements of thebrand (i.e. Brand name, Brand logo, Logo colors) with its unique force affects thesales of the product and purchase behavior of consumers.These external brand recognition elements transmit information and present itsmeaning with those symbols. On the one hand, if the symbol is applied properly, thebrand name and logo can reflect the spirit of the brand, show the brand culture andleave consumers deep impression. On the other hand, it can affect not onlyconsumers’ memorizations which make consumers produce negative association, butalso can affect the effective spreading of the brand as well as the sales of brandedproducts to bring unnecessary losses for the enterprises. From the reality, we fullyrecognize the importance of symbols.This paper presents us an analysis with brand name, brand logo and logo color ofthe brand named elements as the research object, from the perspective of semiotics,and combined knowledge of branding, advertising and communication studies, usingcontent analysis, case analysis, comparative analysis as research methods. Based on alarge number of domestic and foreign brand cases as the foundation, the paperanalyzes the utilization of enterprise brand and its pattern of manifestation in creationof enterprise brand and logo design so as to let everyone further understand therelationship between the brand naming elements and symbols,understand thesignificant function of the symbol to the brand. Through the analysis of successfulcases and failed cases, it comes to the conclusion that symbols should be usedcorrectly.The study of the subject can provide effective experience on the success of the corporate brand to avoid a loss caused by the misuse of brand image and brand logo.At the same time, it enriches the theory of brand research in theory system, expandsthe contents of the symbol. Along with the development of the globalization,communication among countries are continuously strengthened, many brands are nolonger satisfied with the development of the domestic and go abroad to develop theinternational market. To spread our brand culture among different countries, we needto borrow from others on the basis of innovation. Only more accepted worldwidesymbol elements were used today, our brands can go out easily. We should adopt apositive attitude to learn the experience of success symbols of outstanding brands toexpress the product, pass the concept of corporate culture and show the world theirbrand charm. I believe that in the near future there will be more and more outstandingChinese brands to enter the views of the consumers of other countries, thus they canalways remember the brand name and our Chinese brand will be always shining onthe international stage.