Abstract:

This study investigates linguistic features in aspects of phonetic, orthographic, semantic, syntactic and rhetoric of 2,600 Chinese brands of 22 different categories of products, and finds that by selecting and polishing linguistic components, Chinese brand name basically implements the brand naming requirements of being short, simple, and distinctive, designating the products or service category and suggesting key attributes and producing inference about key benefits. Based on investigates, this study concludes some trends in Chinese branding. Finally some issue of brand naming study is discussed.

Key words: brand naming, brand identity, brand association, linguistic analysis