汽车商标品牌命名来源及命名美学特征解析——以大众汽车为例

An Analysis of the Ways and Aesthetic Characteristics of Automobile Brand Naming——Taking Volkswagen as an Example

世界畅销汽车往往具有精准的商标品牌命名。以大众汽车集团为例,解析汽车商标品牌命名来源,发现有九大命名方式,对这些命名方式进行分析,以期为中国汽车商标品牌命名提供借鉴。

The world’s best-selling automobiles are normally accurately named.Taking Volkswagen as an example,the paper summarizes the nine ways of automobile brand naming and discusses the aesthetic characteristics of automobile brand naming from the perspective of Xu Yuanchong’s“Three Beauty Theory”,hoping to provide some reference for the brand naming of Chinese automobiles.