品牌名称修辞的经济价值分析

On Economic Value of Brand Name Rhetoric

品牌名称是商品语意的释义与传达。在现代商业社会中,品牌名称已超出了商品符号的功能,它更是企业在市场竞争中的重要资本,它可以为企业带来直接的巨大的商业价值。品牌名称的生成是依据修辞原则进行的。因此,研究品牌名称修辞的经济价值有利于企业品牌策略的选择,能够增强企业的市场竞争力。然而,关于品名修辞的研究还停留在品牌命名原则、方法和技巧上。从宏微观方面分析品名修辞经济价值的客观存在性,从品牌名称修辞的接受者即消费者视角衡量品牌名称修辞的经济价值,能为企业的品牌命名提供一些有益的启示。

Brand name is the means to paraphrase and convey the meaning of goods. In modern commercial society,the brand name is not only the symbol of commodity,but also the important capital of an enterprise in the market competition. It can create huge economic value for an enterprise. Formation of a brand name is based on the principle of rhetoric. Thus,the study of rhetoric for brand name can help the enterprise make the brand name strategy,and enhance its market competitiveness. However,so far not any research has involved economic value of brand name rhetoric. Based on the theory of rhetoric,this paper discusses the general rhetorical devices for brand naming,analyzes the existence of economic value of brand name rhetoric. From the point of customers,the economic value of the band rhetoric is measured.