[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] Brand Naming in Korea : A Linguistic Approach

Brand Naming in Korean : A Linguistic Approach

 

Noh, Jeonpyo / Professor of Business Administration, Yonsei University, Wonju, Korea
Suh, Jinhee / Associate Professor of English Language and Literature, Yonsei University, Wonju, Korea

 

 

This study explores the grammar of brand names in Korean from a linguistic perspective. Specifically, this study investigates the linguistic principles of brand names in Korean based on analyses of 600 Korean brand names of soft drinks and spirits.

We first looked at selected brands from three linguistic areas: phonetic/phonological features, morphologi- cal/syntactic structures, and semantic interpretations. Based on the analyses, the proposed seven resea- rch hypotheses governing Korean naming of brands were verified.

Each of the major linguistic components proves to be effective, and this result may set up a general bra- nding framework applied to all products. This framework is composed of morphological features (com- pounds with a structure of modifiernoun), phonological features (multi-syllabic names, foreign-like nam- es, names in syllables without coda or with coda of liquids or nasals), semantic features (names with positive connotation), and syntactic features (phrasal names).

Key Word : brand naming, linguistics

 

Introduction

Names are ultimately a condensation of meanings and associations. Brands like Arm and Hammer, Tide, Visa and Xerox are all packed with meaning and associations, from the immediate connotations in the names themselves to the equity of the major branding efforts in which their companies have engaged.

Phonetics, roots, symbolism, themes, allusion and alliteration are some of the tools marketers use to pack brand names like these with meaning and power.

Since the naming of brands is the identification of a particular product or service, the linguistic element is the essence in the naming of brands which directly affects the function of brand names. As Charmasson (1988) has pointed out, the degree of market promotion and legal protection that can be derived from the use of a commercial name depends almost entirely on the intrinsic characteristics of the syllables, words, and phrases.

It is generally believed that linguistic principles in the naming of brands include the following: being easy to pronounce, showing positive connotations, and bearing product characteristics. Similarly Robertson (1989) espoused nine qualities of strategically desirable brand name, including simplicity, distinctiveness, meaningfulness, and association with the product class.

Despite their practical implications, these principles still lack the theoretical background and in-depth linguistic foundation enough to guide the naming of brands in Korean. Huang and Chan <1997(1), 1997(2), 2001> and Chan and Huang (2001) conducted a series of studies on Chinese naming of brands through content analysis from a linguistic perspective. There are, however, few studies that investigate Korean brand names from a linguistic viewpoint and that propose principles in terms of main linguistic areas in a more comprehensive and systematic manner.

This study explores the grammar of brand names in Korean from a linguistic perspective. Specifically, this study investigates the linguistic principles of brand names in Korean based on analyses of 600 Korean brand names of soft drinks and spirits. This study attempts to generalize the characteristics of Korean naming of brands and identifies the preferred syllable, morphological/syntactic and semantic patterns.

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