美国语言新产业调查报告:品牌命名

A survey of a new language industry in the US: the brand naming industry

本文主要介绍美国一种新兴的语言产业——品牌命名产业。这种新兴产业在美国已有20多年的历史,它的正式确立是以专业命名公司的出现为标志的。本文通过访问美国各广告公司、命名公司、语言专家、跨国公司、大学、报刊媒体等网站对美国品牌命名产业状况作了初步调查,重点介绍命名产业的历史发展,命名公司的实践,简要分析品牌命名产业形成的市场原因和理论基础,调查了语言学人力资源及其在命名产业中的作用。由于新技术革命的客观原因,硅谷是美国品牌命名产业的中心,因此本文重点介绍硅谷地区的品牌命名产业,选择了该地区10个著名命名公司和两位命名产业化的开拓者作为案例资料。

Brand naming is an important form of language use in business and in corporate management. This article presents a survey of a flourishing language industry in the US, the brand naming industry, which was established as a new language profession and industry with the emergence of specialized naming companies more than twenty years ago. By visiting the websites of advertising companies, naming companies, language experts, multinational corporations, universities and press media, this article examines the naming industry in the US, covering its marketing demand, theoretical foundations, history and development, practice of naming companies, linguistic human resources and its roles in this industry. Thanks to the hi-tech revolution and new economy, Silicon Valley has been the center of naming industry in the US. This article mainly focuses on the naming industry in Silicon Valley by focusing on ten famous naming companies and two naming pioneers in this area as case stories.