世界最有价值品牌中文名称命名分析被引量：21

Analysis of Chinese Naming for Top Valuable Brands in the World

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摘要本文提出了一个外语品牌中文名称命名的分析框架,并运用该框架对全球100个最有价值品牌的中文名称进行了实证研究。我们发现世界最有价值品牌的中文名称有两种基本的命名模式第一命名模式是“音译法+译音词+双音节+中性词”;第二命名模式是“谐音兼义法+偏正式+三音节+褒义词”。同时世界最有价值品牌中文名称命名模式具有空间和时间的差异,美国、欧洲、日本的中文品牌命名方式不同,并且在不同时代产生的品牌中文名称命名也有不同。 This paper provides an analysis framework of Chinese naming for foreign brands, which then is applied to an empirical study based on the top 100 valuable brands in the world. We find that there exist two basic naming modes: the 'phonetic (i.e., translated by sound) + transliteration + two syllables + neuter characters' mode and the'phonosemantic(i.e.,translated by sound plus meaning) + modifier - headword phrase + three syllables + commendatory characters' mode. The investigation also shows that the original regions (e.g.,USA,Europe or Japan) and eras of the brands affect the naming modes in some extent.

作者李飞李翔

机构地区清华大学经济管理学院

出处《中国工业经济》 CSSCI 北大核心 2004年第12期98-104,共7页 China Industrial Economics

关键词品牌名称品牌价值品牌形象 brand names brand value brand image

分类号 F273.2 [经济管理—企业管理]

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参考文献11

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