On the Linguistic Characteristics of Branding English.doc

On the Linguistic Characteristics of Branding EnglishABSTRACTIn the circulation of commodities, brand is a symbol of a commodity. Naming a successful brand to promote the commodities and to foster a good and healthy company image is the main way of digging international market potential and accelerating international trade development. If marketing is a war, a successful brand is the key to win the war. There are a great variety of differences between Chinese culture and western culture. A successful Chinese translation of an English brand is of prime importance in the market of China, and vice versa. Only when we pay much attention to the linguistic characteristics of a brand and use proper translating strategies and techniques, can we translate the brand successfully. In this paper we present an analytical study of the linguistic characteristics of branding English in terms of culture, linguistics and rhetoric. Therefore, we can realize the significance and the regulations of naming an English brand, and understand the cultural connotation of an English brand.This paper is divided into four parts. Firstly, we introduce the history, culture and the three development stages of brand naming. Secondly, we analyze the linguistic characteristics of branding English. Thirdly, we summarize the five principles of brand naming. And lastly we arrive at a conclusion that the study of branding English is of great significance. Keywords: brand, branding English, linguistic characteristics 商标英语的语言特点摘 要在商品流通中,商标是代表商品的符号。

借助商标宣传商品,树立良好的企业形象, 已成为各国挖掘国际市场潜力和促进国际贸易发展的重要途径如果把营销比喻成一场战役，那么成功的品牌名称就像一面不倒的军旗中华文化与西方文化差异较大,因此外国品牌要打入中国市场,必须慎重考虑其翻译问题，反之亦然然而对品牌名称进行翻译，就必须了解其语言的特点，采用恰当的翻译策略和技巧，这样才能使商标英语翻译表达得恰如其分本文通过研究商标英语的语言特点，从其不同文化角度，语言修辞角度等进行论述，从而得出商标命名的意义和规范，理解商标的文化内涵本文分为四大部分：第一部分，介绍商标命名的历史文化，及其发展的三个重要时期；第二部分，从语言学角度分析了商标名称的语言特点；第三部分，总结当今社会商标命名的五大原则； 最后得出研究商标英语具有重大意义的结论 关键词：商标； 商标英语； 语言特点 CONTENTSAbstract Ⅰ摘要 Ⅱ1 Introduction 11.1 The Definition of Brand 11.2 The History of Brand 11.3 The Three Development Stages of Brand Naming 32 The Linguistic Characteristics of Branding English. 62.1 Morphological Characteristics 62.1.1 Acronym and Initialism 72.1.2 Backronym 72.1.3 Clipping 92.1.4 Compounding 102.1.5 Ellipsis 112.1.6 Haplology 112.1.7 Morphological Borrowing 122.1.8 Reduplication 122.2 Rhetorical Characteristics 132.2.1 Alliteration 132.2.2 Allusion 142.2.3 Metonymy 152.2.4 Mimesis 162.2.5 Oxymoron 162.2.6 Synecdoche 172.2.7 Tautology 183 The Five Principles of Brand Naming 204 Conclusion 21References 22Appendix 23Acknowledgements 25IV1 Introduction1.1 The Definition of BrandA brand name is a complex symbol representing a variety of ideas or attributes, not only by its sound and/or its meaning but also through association it has built up and acquired as a public object over a period of time (Gardner and Levy 1955). A brand name is also the foundation of a brand image. A carefully created and chosen name can bring inherent and immediate value to the brand (Kohli and LaBahn 1997).Brand is the image of the product in the market. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation.1.2 The History of Brand The word “brand” is derived from the Old Norse brandr, meaning “to burn.” It refers to the practice of producers burning their mark (or brand) onto their products. Although connected with the history of trademarks and including earlier examples which could be deemed “protobrands” (such as the marketing puns of the “Vesuvinum” wine jars found at Pompeii), brands in the field of mass-marketing originated in the 19th century with the advent of packaged goods. Industrialization moved the production of many household items, such as soap, from local communities to centralized factories. When shipping their items, the factories would literally brand their logo or insignia on the barrels used, extending the meaning of “brand” to that of trademark.Bass & Company, the British brewery, cl。