Impact Of Metaphorical Brand Name On Customer Cognition

In the process of fierce globle competition, the selection of brand name is important and complicated. Not only considering the language environment and cultural diversity, but the enterprise should also pay more attention to the consumer behaviour in the target market and consumer cognition and preferences. As the business card of a brand, the brand name is the precondition of existence, which conveys their information to the audience in the first time, forming the carrier of brand first impression. What’s more, brand naming is a process of associating the culture and the product, conveying the image value, making the naming products come into the human cultural horizon, becoming the entity with special status. However, confronting the products from different countries, it’s of great significance to learn about factors that consumers make buying decisions based on and the influence that affect the consumers’ cultural values, which help enterprise name brands and explore new target markets, so as to direct marketing activities.Based on the theory of brand naming, consumer cognition, metaphor and social culture, this paper analyzes brand naming rules of Shanghai style clothing both in Chinese and English from the perspective of linguistics, combing with the social situation. With the help of eye-tracking experiment and SPSS software, it analyzes the consumer cognition and preference to Shanghai-style women’s clothing brand naming from three parts, including attitude formation, behavior disposition and brand memory. With the same time, it makes comparison with objective laws combined with consumers’ perceptions of the associations. Finally, from the perspective of social culture, it analyzes the consumer’s difference in the attitude to the brand impacting by country of origin effect and ethnocentrism.The main research results are as follows: a. Combining Shanghai-style clothing brand status and the brands’ setting up information, the linguistic rules of brand naming is summarized, including "C hinese name" and the corresponding "English translation means"; b. Consumers’ favorite brand naming rules are consistent with the existing brands naming rules. "C hinese name + pronunciation translation method" in the brand names take the most, with the same time are the most popular with consumers; c. Affected by the country of origin effect, most consumers’ evaluation of French name is higher than C hinese name from the fashionable perception; d. The consumers’ evaluation with lower ethnocentrism of Japanese name is higher than the consumers with stronger ethnocentrism. But the ethnocentrism does not affect the consumers’ evaluation to the product.In summary, the research of impact of metaphorical brand name on customer cognition provides the brand enterprise existing brand naming rules, help s garments enterprises learn more about the consumer’s cognition and preferences of the brand name, and provides reference for the enterprise’s naming or renaming campaign.