英语商标和英语商标的命名策略.pdfVIP

( ) 第 3 卷第 4 期 江南大学学报 人文社会科学版 Vol. 3 　No. 4 　 　 　 　 2004 年 8 月 Journal of Southern Yangtze University( Humanities Social Sciences) 　　 　 Aug. 　2004 　 英文商标和英文商标的命名策略 袁家麒 (江南大学 外语系 ,江苏 无锡 214063) [摘 　要] 英语作为语言帝国主义 ,它侵占到了商品流通领域中的一个重要方面 :商标的命名。商标是生产者和经 营者的唯一最有价值的资产。在当今社会中 ,英文商标的命名在全球经济日趋一体化中显得十分重要。英文商标 的命名当然有其英文表达的固有特点 ,但是它有些命名的战略需要人们不断研究。文章根据作者在澳大利亚对世 界著名商品的英文商标在市场上的知名度所作的实地考察素材 ,研究了英文商标的重要性和英文商标命名中的一 些规律性的东西 ,提出了英文商标命名的策略。 [ 关键词] 商标 ;命名策略 ;综合型 ;分析型 ;混合型 ; 中间型;无标型 [ 中图分类号] H 313 [文献标识码] A [文章编号(2004) English Trademark and the Strategy of English Trademark Branding Yuan Jiaqi (Department of Foreign Languages , Southern Yangtze University , Wuxi 214063 , China) Abstract : English as language imperialism has entered the realm of products selling and buying circulation: Branding as we call it . Brand is doubtlessly the most valuable asset , unique to manufactures and businessmen. Branding is becoming more and more important in the globalization of economy. Branding in English must follow English usage but its strategy merits even more attention. Supported by the analysis of the world - known English trademarks and brands obtained by the author from Australian markets , this paper attaches greater importance to branding in English and explores its laws and rules for branding , which makes the strategy for branding in English. Key words : English trademark ; the strategy of branding in English ; family branding ; analytical branding ; mixed branding ; midbranding ; generic b