A Comparative Analysis of the Features of Chinese and Japanese Brand Naming: A Linguistic Perspective

摘要

Most previous studies investigating brand naming have been under the Indo-European context. Scant research has addressed differences between Chinese/Japanese context. This paper presents a critical literature review of the studies on the Chinese/Japanese brand naming, approaching the phenomenon from four linguistic aspects, namely, phonetics, semantics, morphology and graphics (writing system). This study aims at looking for the linguistic features of the Chinese/Japanese brand naming, conforming or revising the current practice based on the critique of previous researches on brand naming. China and Japan are two countries with close economic relationships. This paper may supplement and develop the current research on brand naming, thus providing helpful reference for Chinese/Japanese international marketers.