中国商品品牌命名的规则和特点

商品品牌的命名是市场营销活动中的一个重要环节。汉语品牌与英语等西方语言的品牌在命名的原则上有很多不同的特点。汉语品牌命名需要遵守汉语语言的规则。但是,目前国内的市场营销界还没有充分注意到这方面的差别。本文以国内的278种纺织品品牌为资料,分析其在音节、声调、品名结构和语义等方面的特点,以及我们在给商品命名时必须重视的几个方面,以期引起重视。理解品牌命名的原则有助于创造出有竞争力的品牌。

The Principle and Special Features in Chinese Branding

Brand naming is a very important component in marketing.Chinese branding specially follows some linguistic requirements and thusdiffers greatly from branding in western languages. This difference hasnot been quite noticed by Chinese marketers. This paper reports ourlinguistic analysis of 278 Chinese textile brands. We have identified thepreferred syllabic, tonic, semantic and morphological structures inChinese brand naming. The understanding of the specific features ofChinese branding can help enhance business success in the market.