Research On The Naming Of Trademarks In China

Studying trademark naming is of not only economic value and social value,but also linguistic value.Unlike previous studies which were focused on description,this study was focused on discovering and revealing undesirable tendencies.In this paper,sampling survey and quantitative analysis were adopted as research methods.All kinds of trademarks were collected through online search and field survey.Then,current conditions of China's trademark naming were analyzed from many aspects such as linguistics,economics,jurisprudence and psychology.In addition,the trademarks were classified according to three benchmarks,namely composition form of trademark.Then,characteristics of trademarks in terms of commodification,epochal character,diversification,and nationality were summarized.Trademark naming trends such as common touch,individuation and internationalization were analyzed.Furthermore,four cultural factors contained in trademarks,namely social custom,family values,moral idea and value orientation,were summarized.Based on above study works,seven categories of problems in trademark naming were discovered.They were tufthunting,fabrication of foreign names,abuse of notabilities or well-known things,imitation of well-known trademarks,pursuit of bad custom,altering characters through homophone,and non-standard Chinese font and pronunciation.For each category of problems,a lot of instances of trademark naming were listed and analyzed from different perspectives such as economy&trade management,social morality,rule-of-law principles and language standardization,in order to point out their damaging effects.At last,some suggestions were proposed to deal with these problems in trademark naming,in order to facilitate rationality,standardization and legalization of trademark naming.