SEMANTIC AND SEMIOTIC ASPECTS OF BRAND NAMES
SEMANTIC AND SEMIOTIC ASPECTS OF BRAND NAMES
Author(s): Maria-Magdalena Diaconu (Marian)Subject(s): Language studies, Language and Literature Studies, Theoretical Linguistics, Applied Linguistics, Phonetics / Phonology, Morphology, Lexis, Semantics, Language acquisition, Comparative Linguistics, Sociolinguistics, Philology, Phraseology, Stylistics, Sociology of Literature
Published by: Editura Arhipelag XXI
Keywords: onomastics; name; brand; semiotics; rebranding
Summary/Abstract: Brand names, as pluridimensional onomastic units, in which linguistic criteria (phonetic, morphological, semantic) come across semiotic factors and sociocultural contexts, generate linguistic forms which simultaneously function as commercial identifiers, symbolic signs and collective memory factors. Phonetic, morphological and semantic analysis reveals how sound resources and morphological structures are strategically mobilized to optimize pronunciation and memorization. Etymology and historical references anchor brand names in collective memory, increasing the symbolic capital of brands. The semiotic dimension transforms names into vectors of cultural and archetypal significance, capable of generating persistent emotional associations. Notoriety and semiotic coherence are decisive in building consumer perception and in the capacity for commercial expansion. The rebranding process and the management of identity heritage are essential strategic practices for maintaining relevance in dynamic markets.
Journal: Journal of Romanian Literary Studies
- Issue Year: 2025
- Issue No: 42
- Page Range: 643-650
- Page Count: 8
- Language: Romanian
