While, most English brand names are from the not-so-famous roads, rivers, farms, towns, etc. The reason why the westerners tend to name their brands with these titles is that they are uniquely outstanding. Eden Vale, name of a dairy product, was taken from the Holy Scripture, Bible. Eden was the place where the ancestors of humans, Adam and Eve initially dwelled, with idyllic and tranquil impression which reminds people of splendid natural scenery. The NorthFace (outdoor sports ware; USA), not a specific place’s name actually, but it has something to do with mountains. Venturing out to the challenging places is something that the westerners were born with, so when it comes to climbing a mountain, they prefer to take the route on the north side. The north face of a mountain in northern hemisphere is usually colder, steeper with heavy loads of snow. Only the fearless, bold ones can overcome it, and that’s the core value this brand expresses.
2.2.3 Loanwords
As we all know, English is an alphabetic writing, so English brand names cannot be that profound in allegory. However, the specificity can be outlined by the derivation. Volvo (vehicle manufacturer; SWEDEN), taken from Latin, means moving forward, which would well imply that the prosperous future of the company and the products. The original name for acer (computer; TAIWAN) was a longer one - “Multitech”. Apparently, it covered too broadly to highlight the features of its computers. A count for this reason, the president of the company decided to have it renamed, and finally a new one – “acer” was born from both a Latin word, signifying vitality, perceptiveness and an English word, meaning Excellency. It shows what acer is always chasing for. A world-celebrated company-Gree/格力(air-conditioner; CHINA) was derived from English word “glee”, guaranteeing that it enjoys prominent high quality which can satisfy customers` need. Panasonic (electronics; JAPAN) was coined by “Pana”-“panorama” and “Sonic”-“sound” in Greek. Lux (soap; USA) was derived from Latin luxe, meaning sunshine, conveying sense of elegance and grace. Other well-known ones are OMEGA (Ω; from Greek), Estee Lauder (from French), etc.原文请+QQ3249.114 优'文^论;文'网
2.3 The Cultural Outlook of Chinese Brand Names
Chinese brand names carry the traditional culture forward with pronounced regional and historical features. Factors of many fields in the society in China, like poetry, architects, religions, etiquettes, etc. could go into brand names. The connotations of them include:毕业论文
http://www.youerw.com/ 2.3.1 Myth-and-allusion-related Names
When naming a Chinese brand，gods from Taoism are often quoted. 文曲星(Megrez), a god in charge of literature, is viewed as a symbol of wisdom. Also, the civil officials in Chinese history were honored with this title. An electronic dictionary adopted this name because of this, showing that it could bring wisdom to users.
To make the brand names more connotative, the establishers usually adopt the brand names from stories or allusions. Like狗不理(steamed bun; CHINA). The establisher had a nickname, “狗子/Gouzi” and he set up a restaurant selling steamed buns. It only turned out to be a great success. Time and fame accumulated, Gouzi was too buried in his business to have a word with his customers. So they all joked that Gouzi was so busy with his buns that he often ignore others. Then it evolved into a shorter one in Chinese-“狗不理” with “狗” for Gouzi, “不理”for ignoring. The name was later accepted by the folks.
2.2.2 Family Names and Place Names
In China, generality always comes first. Patriarchal clan weighs a lot, so a family name standing for those comes first, or, family name comes prior to all. Under the influence of traditional norms, one’s reputation is cared for greatly for the reputation of a family at large cannot be married by one’s blemish. We can get the reflection in Chinese brand names. In this way, establishing a brand with an individual name or a family name means good quality of the products.
Commonly, they adopted the family names as
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