3.1 Similarities of Cultural Connotation of both Brand Names
3.1.1 Symbolic Meanings
In a competitive world, an excellent brand name can help the company stand and bang. Whichever famous brand name was first the product of racking brains. One way to attract customers and make names for themselves is to symbolize. A successful trademark is required to be culturally evocative to the receptors in China and the rest of the world, because it can speak.
A famous wine label，状元红，means the number one scholar in the imperial examination in ancient China. The name covers a story, and it went like this: A couple buried a bottle of home-made wine under a tree in the garden as a rite to welcome the arrival of their newly-born boy baby. The couple wished that when their boy grew up, he could be versatile and pass the imperial exam. By that time they would dig out the wine to celebrate it. It finally turned out to be the reality-their dream came true. Rumor spread, so more and more families followed suit, wishing that their sons could make their way to be the “number one scholar”. That was the reason for which it was called “状元红”.
In China where collectivism is greatly advocated, national spirits and patriotism are two themes in daily life, so is it in brand names. A typical one is 爱国者/Aigo (MP3 players; CHINA) means “patriot”. 美特斯邦威/Meters/bonwe(clothes; CHINA) was blended with all things allusive. “美”: beauty and fashion; “特”: specialty and uniqueness; “斯”: persistence and focus; “邦”: country and state; “威”: prestige. Combined them all, it says “it is dedicated to introducing fashion to customers and striving to be the leading brand to bring prestige to home country.” The case well illustrates Chinese people are nation-and-patriotism-oriented in nature and put a great emphasis on nation. 伊利(dairy products; CHINA) consists of two words: “伊” stands for “Islam”; “利” for “interests” , so the meaning of “伊利” is that it stands for interests of Islamic people. As it grows and expands into a large-scale enterprise, new meaning is loaded on it: “伊” meant “you, he and I” in old Chinese, in this way, we can put it, “our interests”.
People in English-speaking countries tend to accept names from animals, Reebok (a sport brand; UK), is the name of a kind of antelope in southern Africa, which is very nimble and good at running. The company wanted to impress the customers that with Reebok’s shoes on, they can gallop like an antelope without any limitation and enjoy the fun of running. Bulls represent power and energy, so a beverage brand, Red Bull, gives customers such a message.
In either culture, or nearly all of the cultures, brand names are required to be pleasing in phonology, morpheme and images. 毕业论文
http://www.youerw.com/ Shangri-La (hotel; HK) means heaven on earth or worldly paradise while in Tibetan it means the sun and the moon in one’s mind. An American writer, James Hiltone, adopted this name in one of his works, Lost Horizon, to describe a tranquil, peaceful and everlasting place, which is what people nowadays are dreaming of. So this brand name captures most commoners’ hearts living in concrete jungles and it becomes famous throughout the world. Each letter of the name - Google (search engine) has a respective meaning: “G” for “hands”; “OO” for “scope”; “L” for “length”; “E” for “output”. We can get “Google offers you whatever information you want at length no matter where you are.” Now “Google” is catchy and deep in significance. 娃哈哈(drink; CHINA) got its name from an Uyghur ballad, which was a popular hit throughout the country once. Besides, it was similar to the sound of laughing, meaning happiness. Now it has become a household name nationwide in China. Another one, Midea or “美的” in Chinese, is a vivid model. Its English version-“Midea”, composed of “M” and “idea”, means “my idea”, which well denotes the innovations of the company; The Chinese version-“Mei Di”, meaning “beautiful” and “satisfying” in Chinese, tells us it can gratify the users with its beautiful and high quality products. The code thus is well embodied in this “win-win” example.
3.1.2 Pun: a Name with Double Effects原文请+QQ3249;114 优'文^论;文'网
Brand names with further meaning besides a seeming one can trigger a brain storm for the recipients. Names with double meanings are more impressive and can be illustrator to show products` performances. Here are several excellent cases.
Peak/匹克(sports ware; CHINA) not only implies that it boasts its high quality as a peak of mountain, but also indicates that it aspires to reaching the peak of Olympics.
Crest/佳洁士(toothpaste; USA) looks like Great and 佳洁士 makes customers think they are effective in oral sanitation. Canon/佳能(camera; JAPAN)，embodies its products are as powerful as cannons and features their without-peer functions in cameras. Tide/汰渍（washing powder; USA）gives users the implication that this product is a leading trend in this industry besides that the powder is rich in bubbles when people are doing the laundry with it, which well illustrates its washing performance. Quick/快克(medicine; USA)，means fastness in English， and its
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