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An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., "Lyft" rather than "Lift"). However, little is known about how this brand naming strategy impacts consumers' beliefs about the brand and, ultimately, their willingness to support it. Eight experimental studies demonstrate that, in general, consumers are less likely to support unfamiliar brands whose names are spelled unconventionally compared with brands that use the conventional spelling of the same word. This occurs because consumers perceive the choice of an unconventionally spelled name as an overt persuasion attempt by the marketer and thus view the brand as less sincere. Using mediation and moderation, the authors demonstrate that these effects are driven by persuasion knowledge and show robustness by employing different types of unconventional spellings. The studies suggest that although marketers may choose unconventional spellings for new brands with the goal of positively influencing consumers' perceptions, doing so may backfire. However, unconventionally spelled names do not produce a backfire effect when the motive for selecting the name is seen as sincere. Further, unconventionally spelled brand names may even be desirable when consumers are seeking a memorable experience. [ABSTRACT FROM AUTHOR]

All leading models of visual word recognition assume a hierarchical process that progressively converts the visual input into abstract letter and word representations. However, the results from recent behavioral studies suggest that the mental representations of words with a highly consistent visual format, such as logotypes, may comprise not only purely abstract information but also perceptual information. This hypothesis would explain why participants often misperceive transposed-letter misspellings with the original base words to a larger degree in logotypes (e.g., SASMUNG, but not SARVUNG, is perceived as SAMSUNG) than in common words. The present experiment examined the electrophysiological signature behind the identification of correctly spelled and misspelled logotypes (via letter transposition or replacement) in an ERP go/no-go semantic categorization experiment. Results showed that N400 amplitudes for transposed-letter misspelled logotypes (SASMUNG) and intact logotypes (SAMSUNG) did not differ significantly across various time windows (until 600 ms), whereas replacement-letter misspelled logotypes (SARVUNG) yielded consistently larger N400 amplitudes. These findings reveal that the mental representations of logotypes are particularly resistant to minor orthographic changes, which has important theoretical and applied (e.g., marketing) implications. [ABSTRACT FROM AUTHOR]

Background: Look-Alike, Sound-Alike (LASA) drugs pose significant risks to patient safety due to potential medication errors, primarily from confusion over drug names. Such issues are of global concern and are pervasive across healthcare settings. Objective: This study evaluated the similarity between the registered brand names of medication, specifically focusing on tablets and capsules that are commercially accessible in Thailand. Methods: This research analyzed secondary data from Thailand's Bureau of Drug Administration, focusing on tablets and capsules drugs. An orthographic analysis of the 18,108 registered items (as of January 2020) was performed, and similarities and differences were analyzed using Microsoft Excel. Attributes such as registration number, manufacturer details, active ingredients, dosage forms, and strength were considered when categorizing similar names. Results: Upon analyzing 18,108 registered tablets and capsules, four groups emerged from pairwise brand name similarity analysis: 1. Matching brand names from one pharmaceutical company with identical active pharmaceutical ingredients (APIs) but multiple registration numbers (66.47%). 2. Matching brand names from various pharmaceutical companies with the same active ingredients (33.03%). 3. Matching brand names from different pharmaceutical companies with different active ingredients (0.39%). 4. Matching brand names from the same pharmaceutical company with different active ingredients (0.11%). The "Tall Man Letter" principle was leveraged to examine potential resemblances among 18,108 Thai pharmaceutical brand names. Twelve terms exhibited notable similarities, with "AMINE," "HYDRO," and "PREDNIS" appearing most frequently. Conclusion: These results underscore the prevalence of LASA issues in drug brand names, potentially leading to confusion and errors in medication use, and highlight the need for system improvements to enhance patient safety. [ABSTRACT FROM AUTHOR]

Abstract All leading models of visual word recognition assume a hierarchical process that progressively converts the visual input into abstract letter and word representations. However, the results from recent behavioral studies suggest that the mental representations of words with a highly consistent visual format, such as logotypes, may comprise not only purely abstract information but also perceptual information. This hypothesis would explain why participants often misperceive transposed-letter misspellings with the original base words to a larger degree in logotypes (e.g., SASMUNG, but not SARVUNG, is perceived as SAMSUNG) than in common words. The present experiment examined the electrophysiological signature behind the identification of correctly spelled and misspelled logotypes (via letter transposition or replacement) in an ERP go/no-go semantic categorization experiment. Results showed that N400 amplitudes for transposed-letter misspelled logotypes (SASMUNG) and intact logotypes (SAMSUNG) did not differ significantly across various time windows (until 600 ms), whereas replacement-letter misspelled logotypes (SARVUNG) yielded consistently larger N400 amplitudes. These findings reveal that the mental representations of logotypes are particularly resistant to minor orthographic changes, which has important theoretical and applied (e.g., marketing) implications.

The translatability of shop names constitutes a problem for translation students. To find out the status of shop name translation in Saudi Arabia, a sample of 271 shop names (clothing, accessories, beauty products, restaurants, cafes... etc.) was collected and analyzed to find out which shop names are translated, which ones are not, and which ones should be translated and to set some guidelines for shop-name translation. Results showed that 24% of the shops have pure Arabic names, 25% have international brand names (Starbucks, Burger King, McDonald's, Pizza Hut, Monsoon, Zara, Sony); 39% have local English names (أوبريشن فلافل Operation Falafel, Brand Center براند سنتر, بيبي شوب Baby Shop); and 12% mixed names (Arabic + foreign). Only 6.7% of all shop names are fully translated (العربية للعود Arabian Oud; الركن السويسري Swiss Corner; الشمس والرمال للرياضة Sun & Sand Sports; Seven Degree Café 3,3%; (مقهى ٧ درجات are partially translated (Cotton Home قطن هوم; ماما بطاطا Mama Batata; JORI COFFEE الجوري كوفي) and 90% are transliterated using Arabic letters (Bershka بيرشكا, MANGO مانجو, كامايو Camaieu). Many shop names are transliterated, although they are translatable, are difficult to decode as the grapheme sequence does not fit the Arabic graphological system (Dr Nutrition دكتور نيوتريشن & Natural Touch تاتش ناتشرال). It was recommended that Franchised International brand names such as Debenhams & Samsung cannot be translated but transliterated. Some foreign shop names can be fully or partially translated rather than transliterated (Dr Nutrition< دكتور التغذية; Natural Touch< اللمسة الطبيعية; Red Sea Mall< مول البحر الأحمر). The Arabic version is for Arab shoppers who do not know English and the English version is for foreigners. Shop names containing café, chocolate, garden and others can be partially translated (Caribou Café مقهى كاريبو; Atayf Garden حديقة أطياف). French and Italian shop names should be transliterated according to their pronunciation in the source language, not in English (Parfois بارفواه, not بارفويس). The word order in compounds should be correct, and the vowels, diphthongs and consonants should be transcribed accurately. The transliteration should be consistent for all shop branches. Further recommendations are given. [ABSTRACT FROM AUTHOR]

The study investigates service brand loyalty antecedents as evidenced by brand name attributes and attitudes toward services and advertisements. Print advertisements from ten service industries are analyzed using multiple regression. A model is provided examining the influences of service type, brand name attributes, and attitudes toward the services and advertisements on respondent propensity for service brand loyalty. Significant loyalty resulted with all advertisements for attitudes toward the service provided and the advertisement with exception for airlines. Brand name attributes impacted only four services including design, healthcare, insurance, and airline offerings. Across all industries, service attitude had the greatest effect followed by advertisement attitude. Loyalty for design and insurance services was influenced by all three antecedents with the greatest impact demonstrated for health care. In contrast, airlines exhibited the least effects. Services rated as good or likeable, with brand names that sent a message and explained the service, and whose advertisements evoked useful and informative attitudes were the strongest loyalty indicators. Further insight is gained as tailored advertising strategies across industries with recognition for specific service types are recommended. A one-size standardized approach is not effective as service type is proven to have significant impact on brand loyalty. The model findings provide comprehensive support for prior recognition of service type and identified service advertisement antecedents which will then foster increased service brand loyalty.

Abstractionist models of visual word recognition can easily accommodate the absence of visual similarity effects in misspelled common words (e.g., viotin vs. viocin) during lexical decision tasks. However, these models fail to account for the sizable effects of visual similarity observed in misspelled brand names (e.g., anazon produces longer responses and more errors than atazon). Importantly, this dissociation has only been reported in separate experiments. Thus, a crucial experiment is necessary to simultaneously examine the role of visual similarity with misspelled common words and brand names. In the current experiment, participants performed a lexical decision task using both brand names and common words. Nonword foils were created by replacing visually similar letters (e.g., anazon [baseword: amazon], anarilllo [amarillo, yellow]) or visually dissimilar letters (e.g., atazon, atarillo). Results showed sizeable visual letter similarity effects for misspelled brand names in response times and percent error. Critically, these effects were absent for misspelled common words. The pervasiveness of visual similarity effects for misspelled brand names, even in the presence of common words, challenges purely abstractionist accounts of visual word recognition. Instead, these findings support instance-based and weakly abstractionist theories, suggesting that episodic traces in the mental lexicon may retain perceptual information, particularly when words are repeatedly presented in a similar format.

Brand names are assets in marketing: a good name can help to sell products. Although research has made several recommendations on how “good” brand names should be created, the complex process is not easily adapted to every product category. Little research is done on a particular product category: the brand names of vaccines. This paper contributes to vaccine brand names in light of the coronavirus pandemic. The theoretical part of the paper first describes the characteristics of “good” and “bad” brand names, and then the focus is narrowed down to the characteristics of drug brand names and to the processes that influenced the naming of coronavirus vaccines. In the empirical part of the paper, Hungarian students perform brand recognition, recall, and association tasks connected to vaccine brand names. It will be shown that the vaccines are known by their public brand names (e.g., Pfizer) and not by their actual brand names (e.g., Comirnaty). The rating of the brand names shows that public brand names are considered to be better than the actual brand names, while brand associations collected for the actual brand names show mixed results. In the last part of the paper, theoretical implications are discussed, and recommendations for pharmaceutical companies are formulated to show what steps these companies could take to overcome the impasse between public and actual brand names.

Background: The present study was designed to investigate the use of sound symbolic mappings in fictitious brand names. Sound symbolic mappings refer to the existence of a nonarbitrary relationship between individual sounds and associations of different attributes and concepts. Given that sounds have inherent meaning in them, brand names in line with the established symbolic effects could communicate tailored messages that are congruent with consumer expectations of a product. Purpose: As perceived congruency between a product and its label is highly desirable in marketing, the study sets out to test the noted effects in brand names. It was aimed to confirm the strength of sound symbolic effects through greater preference for names with a symbolic fit with the product. Study design/methodology/approach: Two product categories were chosen, and a set of fictitious brand names were created. The names differed only on the sounds purported to convey targeted symbolic associations of salient product characteristics. The participants were presented with a forced choice task consisting of paired name samples and a stated product category for each pair. Finding/conclusions: The results confirmed the presence of sound symbolic effects as participants favoured the names with embedded symbolism. This leads to a conclusion that sound symbolism may be used to affect consumer choices based on brand name preference. Limitations/future research: Even though the study included only two products and used forced choice tasks limited on name pairs, the findings clearly imply the potential of sound symbolic mappings in creating efficient brand names. Broadening the research to other products and the service sector would surely deliver intriguing results.

Aims And Objectives: To assess the completeness and rationality of prescriptions in District General Hospital, Botad using WHO core prescribing indicators and other parameters. Materials And Methods: An analysis of 145 prescriptions from Botad District General Hospital in Gujarat (June-August 2023) explored drug count, brand name usage, Fixed Dose Combinations (FDCs), drug sourcing, adherence to the National List of Essential Medicines (NLEM), antimicrobial prescriptions, injectable drugs usage, vitamins, iron supplements, and prescription completeness mainly using WHO's prescribing indicators. Results: The analysis revealed several key findings, including a high prevalence of polytherapy (95.86%), brand name usage (73.79%), and the use of Fixed Dose Combinations (44.9%), of which 90% were rational. Hospital supplies accounted for a significant portion of drug sourcing (98.15%). Antimicrobial prescriptions were frequent (39.31%), and injectable medications were prescribed judiciously (4.14%). Vitamins and iron supplements were commonly included (34.48%). Alarmingly, 84.14% of prescriptions lacked a formal diagnosis, and none were considered complete. Conclusions: Optimizing prescription practices, promoting generic prescriptions, evidence based antimicrobial usage, and accurate diagnosis documentation are essential for better healthcare delivery in this healthcare setting. [ABSTRACT FROM AUTHOR]

In this paper we deal with linguistic and cultural otherness, as shown in the Italian translation of the French graphic novel L’Arabe du futur, by Riad Sattouf, an autobiographical saga taking place between France, Libya and Syria. Differences between comics and graphic novel are not clear-cut, the latter being above all an editorial label. Orality, cultural references and variational aspects are more and more studied, within the translation of graphic novel. Our analysis tries to shed light on some phenomena related to linguistic and cultural contact, as well as on their translation: the orality of non-Francophone speakers, diatopic variaiton, realia, brand names, multilingualism and its representations, code-mixing.

Purpose: Consumers often use various cues such as health stars and nutrition claims on product packaging to draw inferences regarding healthfulness. However, much less is known regarding the role of brand names in consumer decisions around healthfulness. The purpose of this study is to introduce angelic branding as a brand naming strategy that may act as a supernatural agent benevolence (i.e. loving, kind and merciful) prime that leads consumers to perceive that the brand's products are healthful. Design/methodology/approach: Study 1 examines the effect of angelic brand names on brand healthfulness perceptions. Study 2 investigates the mediating role of brand virtuousness perceptions on the relationship between angelic branding and brand healthfulness perceptions and the downstream consequences on purchase intention. Study 3 explores the moderating role of authoritarian supernatural agent belief (i.e. angry, vindictive and punishing) on the relationship between angelic branding and brand virtuousness perceptions, and subsequent brand healthfulness perceptions and purchase intention. Findings: The results of this study demonstrate that angelic branding results in healthfulness perceptions for a healthy product (i.e. vitamins; Study 1a), an unhealthy product (i.e. cookies; Study 1b; eliminating perceptual fluency as a potential alternative explanation for the phenomenon) and across different product categories (i.e. surface spray; Study 1c). The results from Study 2 find that angelic brand names prime brand healthfulness perceptions because of the activation of brand virtuousness perceptions (not brand quality perceptions; eliminating a general halo effect as a potential alternative explanation for the phenomenon). The results of Study 3 show that strong belief in authoritarian supernatural agents attenuates the angelic brand name–brand healthfulness priming effect. Research limitations/implications: This research is limited, as it only considers angelic brand naming and not any other benevolence cues in brand logos, such as halos and angel wings. This research is also limited in that it only considers healthfulness perceptions drawn from English angelic brand name cues and from participants within the USA and the UK. Practical implications: This study has important implications for brand managers in the development of new brand names. Angelic brand naming is suggested as a strategy for brand managers to prime perceptions of brand virtuousness and brand healthfulness and to influence consumer behavior. However, brand managers are cautioned against the use of this brand naming strategy if it is intended to mislead or deceive consumers, resulting in detrimental effects on their health. Originality/value: This research makes a unique and novel contribution to the literature in brand names on consumer decision-making. Angelic branding is introduced as a brand naming strategy that can act as a supernatural agent religious prime to influence perceptions of brand virtuousness, brand healthfulness and consumer behavioral intentions (i.e. purchase intention). [ABSTRACT FROM AUTHOR]

Copyright of Revista de Lengua para Fines Específicos is the property of Revista de Lengua para Fines Especificos and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Marketing & Menedzsment is the property of University of Pecs and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Brand designers often consciously or unconsciously make use of cognitive operations to convey positive values to brand names. This paper aims to look into the most prominent axiological values in Moroccan drink brand names and how they are introduced through cognitive operations such as comparison metaphors, correlation metaphors, domain expansion, domain reduction and metonymic chains. In addition, we will show the verbal or visual modes in which they are manifested. To this end, we have selected a corpus of sample brands taken from the Office Marocain de la Propriété Industrielle et Commerciale (OMPIC). This work has been structured according to the Cognitive Theory of Metaphor and Metonymy (Lakoff & Johnson 1980, 1999; Ruiz de Mendoza & Pérez, 2011) and extended to axiological semantics (Krzeszowski 1997, 2004) and to specialized discourse (Felices Lago, 1996, 1999, 2002; Koller, 2009, among others). With this study we will give an account of the cognitive means used to denote values linked to this product category.

This review critically appraises a weighty, international volume of 29 chapters dealing with the multicultural dimensions of naming practices across four continents drawn up with the collaboration of leading experts and researchers in onomastics. This interdisciplinary work opens new vistas on the complex interaction between toponyms, anthroponyms, and names in the religious, literary as well as commercial sphere in relation to ethnicity, language, culture and politics. It offers an appetizing smorgasbord of informative surveys, intriguing data and stimulating, theoretical contributions to the domain of the newly burgeoning field of socio-onomastics. The reviewer also points to some minor shortcomings as well as to further questions and challenges put forward by the volume under review, especially those related to multiculturalism and multilingualism in both theoretical and areal aspects.

Copyright of Transfer: Zeitschrift für Kommunikation & Markenmanagement is the property of Deutsche Werbewissenschaftliche Gesellschaft and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Background: Drug utilization study is a teaching tool for teaching clinical pharmacology for MBBS students has been practised by various pharmacologist. (1) Our objective was to introduce teaching pharmacology at bed side, which will impart changes in knowledge, attitude and practices among 2nd Prof MBBS students of a tertiary care teaching hospital. Method: Total number of 205 patients suffering from GIT disorders were followed and their prescriptions were entered into a pre-structured proforma. This was done at SGRRIM&HS Medical College, Dehradun by IInd Prof MBBS students in the department of Pharmacology. Prescriptions were analysed on various WHO drug use indicators like drug formulations, drugs per prescription, fixed drug combinations (FDC) Drugs prescribed from NLEM and prescribed by Generic names. Results: Total number of 205 prescriptions were collected from IPD of Hospital by IInd Prof MBBS students. These prescription details were collected only those who were suffering from various GIT ailments. 38% were male, 62% were females. Maximum number of patients were suffering from viral hepatitis, 62 followed by Diarrhoea and cholecystitis and related disorders 21 each. Total 1105 number of drugs were utilised among 205 patients. Out of which Antibiotics were 343 followed by Antacids, Hepato-protective agents etc. Out of these medications oral route was the most commonly used for medication 54% followed by injectable 492 etc. Various antibiotics like piperacillin + Tazobactum, Metronidazole, Cefuroxime, Ofloxacin, Amikacin were commonly prescribed drug. It has been observed that 679 drugs were from NEML. Conclusion: Majority of the drugs were prescribed from NEML. Majority were prescribed by their brand names. Polypharmacy was observed in this study. [ABSTRACT FROM AUTHOR]

The current body of research in the language of advertising deals with the nature of segments, vowel quality, consonants, and vowel voicing, yet relatively little is understood about the impact of syllables on participants' behavior. This paper investigates syllable variation in brand names on customers' preferences in the language of advertising. A correlational-exploratory research design has been adopted. The instrument used to collect data was a questionnaire containing 40 fictitious brand names organized in two lists of 10 pairs. The first 10 pairs varied in terms of syllable type (open/ closed syllable), while the second 10 pairs varied in terms of syllable number (monosyllabic and disyllabic/ multisyllabic. The Participants were asked to choose from the first and second 10 pairs. Based on their responses, I calculated the Phi correlation coefficient (rφ) to determine the correlation between variations at the syllabic level and brand name preference. The results revealed that there is a strong correlation between syllable variation in brand names and participants’ preference with (p < .05) and (rφ=.436).In addition, participants preferred brand names containing open syllables. Moreover, Participants generally preferred disyllabic brand names. However, participants chose multisyllabic brand names over monosyllabic ones when choosing between the two. The obtained results have been very promising as they represent an initial step toward a framework that covers all variables in the language of advertising. Future work will concentrate on creating an exhaustive framework covering other stylistic and linguistic variables. [ABSTRACT FROM AUTHOR]

Brand names are often considered a special type of words of special relevance to examine the role of visual codes during reading: unlike common words, brand names are typically presented with the same letter‐case configuration (e.g., IKEA, adidas). Recently, Pathak et al. (European Journal of Marketing, 2019, 53, 2109) found an effect of visual similarity for misspelled brand names when the participants had to decide whether the brand name was spelled correctly or not (e.g., tacebook [baseword: facebook] was responded more slowly and less accurately than xacebook). This finding is at odds with both orthographically based visual‐word recognition models and prior experiments using misspelled common words (e.g., viotin [baseword: violin] is identified as fast as viocin). To solve this puzzle, we designed two experiments in which the participants had to decide whether the presented item was written correctly. In Experiment 1, following a procedure similar to Pathak et al. (European Journal of Marketing, 2019, 53, 2109), we examined the effect of visual similarity on misspelled brand names with/without graphical information (e.g., anazon vs. atazon [baseword: amazon]). Experiment 2 was parallel to Experiment 1, but we focused on misspelled common words (e.g., anarillo vs. atarillo; baseword: amarillo [yellow in Spanish]). Results showed a sizeable effect of visual similarity on misspelled brand names – regardless of their graphical information, but not on misspelled common words. These findings suggest that visual codes play a greater role when identifying brand names than common words. We examined how models of visual‐word recognition can account for this dissociation. [ABSTRACT FROM AUTHOR]

While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names is under-researched. Against this background, we investigated the overexpectation effect in the context of food co-branding. More specifically, we explored to what extent food co-branding can harm brand evaluations of the co-brand and the brand level of the partner. In doing so, we challenged the conventional wisdom that co-branding leads to higher brand evaluations than those of monobrands. Results from two online experiments confirmed the theoretical reasoning derived from adaptive learning models: combining two brands results in an overexpectation effect, which manifests in a decrease in levels of brand evaluation for the co-brand compared to the partnering brands before co-brand exposure. Brand strength and brand fit moderate this effect. [ABSTRACT FROM AUTHOR]

This study tests the relationships among collective activities, peer identity, and preference for brand name products for Chinese teenagers. The findings are based on a survey of 917 urban Chinese teenagers, divided among 8th, 10th, and 12th graders and among three different tiers of schools (top, lower, suburban). A moderated mediation model is tested. The results show that eating with peers is related to preference for brand name food products, with the relationship mediated by peer identity. The non‐only child or only child status of teenagers has no significant influence on the relationships. However, school socioeconomic status is found to moderate the relationships. These results reinforce the need to strongly consider the role of social identity for understanding the development of long‐term consumption habits. [ABSTRACT FROM AUTHOR]

Abstractionist models of visual word recognition can easily accommodate the absence of visual similarity effects in misspelled common words (e.g., viotin vs. viocin ) during lexical decision tasks. However, these models fail to account for the sizable effects of visual similarity observed in misspelled brand names (e.g., anazon produces longer responses and more errors than atazon ). Importantly, this dissociation has only been reported in separate experiments. Thus, a crucial experiment is necessary to simultaneously examine the role of visual similarity with misspelled common words and brand names. In the current experiment, participants performed a lexical decision task using both brand names and common words. Nonword foils were created by replacing visually similar letters (e.g., anazon [baseword: amazon ], anarilllo [amarillo, yellow]) or visually dissimilar letters (e.g., atazon, atarillo ). Results showed sizeable visual letter similarity effects for misspelled brand names in response times and percent error. Critically, these effects were absent for misspelled common words. The pervasiveness of visual similarity effects for misspelled brand names, even in the presence of common words, challenges purely abstractionist accounts of visual word recognition. Instead, these findings support instance-based and weakly abstractionist theories, suggesting that episodic traces in the mental lexicon may retain perceptual information, particularly when words are repeatedly presented in a similar format., Competing Interests: The authors have no competing interests to declare., (Copyright: © 2024 The Author(s).)

Le but de l’article est de présenter les résultats d’une recherche chrématonomastique sur les interactions performatives qui s’établissent entre les noms de marques et leurs slogans formant des unités publicitaires et identitaires des objets de la dénomination commerciale. Les constructions composées du type « nom de marque + slogan » sont étudiées en tant qu’unités linguistiques complexes dénommées « interactions performatives de la marque » (IPM) ou « noeuds textuels performatifs » (NTP). L’analyse est basée sur l’application d’un cadre théorique communicationnelle permettant de qualifier les IPM / NTP commo des « contributions conversationnelles » (CC), soit des moves dans la théorie des dialogical moves adoptée. La méthodologie de l’analyse du corpus prend en considération l’utilisation constante et occasionnelle des slogans accompagnant les noms de marques. L’article explore les structures formelles ainsi que les aspects sémantiques et pragmatiques des interactions performatives qui valorisent le nom de marque en le situant dans un contexte discursif bien précis. L’auteur propose une classification détaillée des valeurs sémantiques et pragmatiques des unités « nom de marque + slogan » considérées comme des unités dialogiques à double portée, à la fois intérieure (interaction entre le nom de marque et le slogan) et extérieure (interaction entre les IPM / NTP et le publique ciblé ou bien l’objet de la commercialisation).

Most consumers know Tupperware Brands Corp. as the maker of high-quality, plastic containers in which to store their food. The National Aeronautics and Space Administration, however, views the Orlando-based company [...]

Successful recall of brand names often determines consumer decisions. Yet, unaided recall fails increasingly as adult consumers get older, which is a threat to brand awareness in aging societies. Still, consumer research has not explored if personally relevant episodic memories consumers associate with a brand can support brand‐name memory when consumers age. This study, therefore, explores how cognitive aging affects the links between the recall of brand names from semantic memory and the subjective quality of brand‐related autobiographical memories (AMs). Experimental data from 20‐ to 33‐year‐old and 60‐ to 90‐year‐old participants suggest that consumers associate successfully recalled brand names with more significant, phenomenologically richer AMs, and that this connection between semantic and episodic memory is stronger in older adults. We discuss how research and brand communication could utilize AMs to further understand and reduce negative impacts of aging on brand awareness. [ABSTRACT FROM AUTHOR]

This paper attempts to begin to address possible brand name conflict related to the Republican Party’s use of the acronym, “The GOP,” as a second brand name. The use of multiple brand names for the same product or service may lead to weaker overall brand awareness and brand identity. The use of the brand names, “The Republican Party” and “The GOP,” within promotional and news items may result in content being attributed to the incorrect political party by the American electorate. Current news items often include the brand name, “The GOP,” and often interchange the brand name, “the GOP,” with the brand name, “The Republican Party/Republicans.” This paper provides a review of the origin of the brand name, “The GOP,” followed by a review of related branding issues. The results of a related survey exploring the recognition of the brand name, “The GOP,” among college students is presented followed by various implications, limitations, and recommendations. [ABSTRACT FROM AUTHOR]

This article examines the main features of the formation of French terms designating chemical fibers, from the birth of the subsector at the end of the 19th century to the present day. It draws on an analysis of terms that were extracted from a text corpus containing these sources: trade fair catalogues, a technical manual, an institutional document and a book for the public. The analysis is divided into two parts: generic names and brand names. The generic names are analysed via the word formation processes presented by Sablayrolles (2000). The analysis shows that generic names are mostly formed by composition, while other processes, such as derivation or metaphorical formation, are much less frequently represented. Apart from traditional word formation processes, two typical processes for this specialised language are identified: the juxtaposition of a noun and one or more numerals and the combination of elements that are not lexicalised. Regarding brand names, certain features characterising their creation are analysed. The results include the following: from a semantic perspective, the recurrence of lexical elements reflecting the chemical composition of the fibre, the producer's name and the place of production, and from a morphological perspective, the use of the word-forming element -on. [ABSTRACT FROM AUTHOR]

The paper deals with some language strategies in the domain of the adaptation of foreign brand names (trade names) in Taiwan (ROC) in the context of Chinese language, society and culture. It also presents the results of the author's investigation into 50 Chinese/Taiwanese adaptations of brands of foreign food products. In the Chinese naming culture, proper names are predominantly semantically transparent and most members of Chinese society still believe that names can influence the fate of the objects named. It is evident, that brand names play a crucial role in the marketing of products and in their acceptance by the consumers, and ultimately their purchase decisions. Good and pleasing brand names contribute to the success of products, while improper and ugly names may contribute to their failure. In a time of globalization, many foreign products and brand names occur in Chinese-speaking countries, such as the PRC and Taiwan, probably the largest consumer markets in international business. Consumers' behavior and language are usually among the major barriers to the international market, so it is important to know the linguistic and social content of Chinese names and typical language strategies for the adaptation of Western brand names. [ABSTRACT FROM AUTHOR]

The global textile industry has a significant environmental impact since the current system for producing, distributing and using clothing exhausts natural resources. However, while there has been a growing awareness of negative environmental impacts among customers, more and more clothing companies have aligned themselves with the principles of sustainability. This paper investigates whether and how clothing companies express the notion of environmental sustainability in their names. The data consist of 114 company and brand names in the sustainable Finnish textile industry, supplemented with information taken from the webpages of these companies. The analysis focuses on the semantic features of the names, and it is based on a cognitive-discursive view and metaphor theory. The choice of language has been examined as part of name semantics. Many companies have written the story behind the brand name on their website. Names can convey direct notions of sustainability and circular economy (Pure Waste, Relove, Upcycler). Names that consist of words referring to nature (Cocoon house, Weekendbee) have an indirect relation to corporate sustainability. Some names consist of a personal name, which underlines the responsibility of the brand, or a place name, which may highlight locality. Valuing local production is also behind the choice of Finnish as the language of the name. [ABSTRACT FROM AUTHOR]

The language used in a product or service has an extraordinary impact on the creation of its brand and on its online success. As localization is a key aspect of a globalized business, attention should be given to the localization of brand language to ensure global consistency. This study explores brand language localization problems in an online help corpus. Specifically, it analyzes the problems posed by the localization of brand names and terms in the pre-translation phase, following Nord’s pre-translation text analysis theory (2012). The main objective of the study is to understand the nature of identified brand language problems (professional purposes) and examine them (research purposes). The method implemented is a qualitative, interpretative analysis of a monolingual corpus in English comprising representative extracts from the Dropbox and Google Drive Online Help systems. The study is part of a wider research project exploring the concept of localization problems in online help localization.

While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names is under-researched. Against this background, we investigated the overexpectation effect in the context of food co-branding. More specifically, we explored to what extent food co-branding can harm brand evaluations of the co-brand and the brand level of the partner. In doing so, we challenged the conventional wisdom that co-branding leads to higher brand evaluations than those of monobrands. Results from two online experiments confirmed the theoretical reasoning derived from adaptive learning models: combining two brands results in an overexpectation effect, which manifests in a decrease in levels of brand evaluation for the co-brand compared to the partnering brands before co-brand exposure. Brand strength and brand fit moderate this effect.

In this research we analyze a corpus of brand names captured through a word association and availability test. In addition to characterizing the new center of interest, we investigate its sociolinguistic stratification, where significant differences occur in the different variables. We then contrast the repertoire with other catalogues based on brand renown and strength. Finally, we examine the features that define this lexical category: on the one hand, the external factors of the brand (scope, origin, sector, dimensions, productive category) and, on the other hand, the strictly linguistic features: language of use and naming criteria. The results suggest that the rules governing the creation and dissemination of brand names have an effect on the fixation of brand names on the mental lexicon of speakers. [ABSTRACT FROM AUTHOR]

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Brand names are a common part of the everyday consumer environment, and can be found on countless visual surfaces such as food packaging. A key characteristic of brand names is their fixed design. Many brand names owe their linguistic form to units that originally did not constitute proper names. They developed into brand names through complex sub-processes of what is commonly referred to as onymisation. These processes include semantic, morphological and phonological/graphemic changes. The aim of this paper is to explore how the specific typographic design of a brand name can be an additional indicator in its process of onymisation. After clarifying the concepts of onymisation and typographic design, an extended multimodal construction model is presented. The basis of the paper is an analysis of a corpus of image data comprising more than 600 photographs of food packaging. In order to get a first impression of how the multimodal constructions of brand names could look, an omission test following a suggestion by Ziem, Alexander. 2017. Do we really need a multimodal construction grammar? Linguistics Vanguard 3(s1). 1–9 is applied to the data. [ABSTRACT FROM AUTHOR]