Abstract Ⅰ
摘要 Ⅱ
1 Introduction 1
1.1 The Definition of Brand 1
1.2 The History of Brand 1
1.3 The Three Development Stages of Brand Naming 3
2 The Linguistic Characteristics of Branding English. 6
2.1 Morphological Characteristics 6
2.1.1 Acronym and Initialism 7
2.1.2 Backronym 7
2.1.3 Clipping 9
2.1.4 Compounding 10
2.1.5 Ellipsis 11
2.1.6 Haplology 11
2.1.7 Morphological Borrowing 12
2.1.8 Reduplication 12
2.2 Rhetorical Characteristics 13
2.2.1 Alliteration 13
2.2.2 Allusion 14
2.2.3 Metonymy 15
2.2.4 Mimesis 16
2.2.5 Oxymoron 16
2.2.6 Synecdoche 17
2.2.7 Tautology 18
3 The Five Principles of Brand Naming 20
4 Conclusion 21
References 22
Appendix 23
Acknowledgements 25
ABSTRACT
In 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