The document discusses how linguistics can help companies choose effective brand names. It explains that linguistics involves studying language structure and development, and can help identify names that are memorable and meaningful. Names can be real words or coined terms, and linguistics provides guidance on both approaches. The document emphasizes that linguistics considers cultural and language differences that may impact a name's interpretation in various markets. It provides examples of brand names helped or hurt by linguistic and cultural factors. Overall, linguistics is presented as a valuable tool for evaluating potential names and maximizing a name's global appeal and marketing success.
The document discusses cultural differences that are important to consider when doing business abroad. It provides examples of areas where cultures often differ, such as levels of formality, attitudes toward time, decision making processes, and respect for religious customs. The document emphasizes that understanding these cultural differences is key to successfully communicating and working with business partners in other countries. It also prompts the reader to consider their own country's customs.
This document provides a literature review on taboo language usage among bilingual Québécois speakers. It defines key terms like taboo language, bilingualism, and discusses factors that influence how bilinguals process and use languages. The review examines how sociobiographical variables like gender, context of language acquisition, age of acquisition, and language preference/proficiency impact taboo language use. It also discusses challenges in translating taboo language and how semantics and emotional impact are measured. Finally, it provides context on the current language situation in Quebec and the purpose of the present study.
The document provides an overview of week 1 of a course focused on culturally and linguistically diverse (CLD) student success. It discusses key vocabulary and concepts related to the sociocultural, linguistic, academic, and cognitive dimensions of CLD learning. Activities are presented to help students understand these dimensions, including creating a vocabulary foldable, discussing the iceberg model of language transfer, and applying concepts like the U-curve hypothesis to their own experiences. The goal is for educators to gain foundational knowledge of best practices for CLD students.
1. Learning a foreign language provides many practical benefits such as being able to communicate while traveling abroad, integrating into a new community if emigrating to another country, and increasing career opportunities.
2. Understanding another language allows you to learn about new cultures through their literature, music, and conversations with native speakers. It also expands your worldview by giving you access to information published in that language.
3. Motivations for language learning include family connections, intellectual curiosity about the language and culture, and a personal interest or skill in languages. Learning opens doors to new experiences and ways of thinking.
Linguistic (in)justice and communication models: A pledge for a balanced mult...Federico Gobbo
This document discusses models of multilingualism and linguistic justice. It proposes that multilingualism is a value and individuals have a right to develop themselves through their languages. It describes models where languages exist in a relationship like stars and planets, with some languages like English having more power and attracting weaker languages. The document argues for balancing efforts in learning different languages to reduce linguistic injustice and designs educational language policies accordingly. It acknowledges objections around migration and inclusion but counters that language proficiency impacts mobility and inclusion in a society.
The document is an essay organizer for writing an essay about the Galapagos Islands. It provides sections for brainstorming topics, outlining supporting points, and drafting paragraphs. The student's thesis is that the Galapagos islands are a great place to go on vacation. The three topics chosen are Charles Darwin, animal life, and tourist attractions. The organizer prompts the student to write introduction and conclusion paragraphs and provides questions to help write in a clear, high-level style.
The document provides a history of the English language in 3 paragraphs. It discusses how English originated from Germanic tribes who settled in the British Isles and was later influenced by Latin and French. It then describes some key linguistic aspects of English including varieties, registers, styles, and sources of external and internal change to the language over time. The English language has evolved from its Germanic roots through contacts with other languages and social/political influences.
The document discusses cultural differences that are important to consider when doing business abroad. It provides examples of areas where cultures often differ, such as levels of formality, attitudes toward time, decision making processes, and respect for religious customs. The document emphasizes that understanding these cultural differences is key to successfully communicating and working with business partners in other countries. It also prompts the reader to consider their own country's customs.
This document provides a literature review on taboo language usage among bilingual Québécois speakers. It defines key terms like taboo language, bilingualism, and discusses factors that influence how bilinguals process and use languages. The review examines how sociobiographical variables like gender, context of language acquisition, age of acquisition, and language preference/proficiency impact taboo language use. It also discusses challenges in translating taboo language and how semantics and emotional impact are measured. Finally, it provides context on the current language situation in Quebec and the purpose of the present study.
The document provides an overview of week 1 of a course focused on culturally and linguistically diverse (CLD) student success. It discusses key vocabulary and concepts related to the sociocultural, linguistic, academic, and cognitive dimensions of CLD learning. Activities are presented to help students understand these dimensions, including creating a vocabulary foldable, discussing the iceberg model of language transfer, and applying concepts like the U-curve hypothesis to their own experiences. The goal is for educators to gain foundational knowledge of best practices for CLD students.
1. Learning a foreign language provides many practical benefits such as being able to communicate while traveling abroad, integrating into a new community if emigrating to another country, and increasing career opportunities.
2. Understanding another language allows you to learn about new cultures through their literature, music, and conversations with native speakers. It also expands your worldview by giving you access to information published in that language.
3. Motivations for language learning include family connections, intellectual curiosity about the language and culture, and a personal interest or skill in languages. Learning opens doors to new experiences and ways of thinking.
Linguistic (in)justice and communication models: A pledge for a balanced mult...Federico Gobbo
This document discusses models of multilingualism and linguistic justice. It proposes that multilingualism is a value and individuals have a right to develop themselves through their languages. It describes models where languages exist in a relationship like stars and planets, with some languages like English having more power and attracting weaker languages. The document argues for balancing efforts in learning different languages to reduce linguistic injustice and designs educational language policies accordingly. It acknowledges objections around migration and inclusion but counters that language proficiency impacts mobility and inclusion in a society.
The document is an essay organizer for writing an essay about the Galapagos Islands. It provides sections for brainstorming topics, outlining supporting points, and drafting paragraphs. The student's thesis is that the Galapagos islands are a great place to go on vacation. The three topics chosen are Charles Darwin, animal life, and tourist attractions. The organizer prompts the student to write introduction and conclusion paragraphs and provides questions to help write in a clear, high-level style.
The document provides a history of the English language in 3 paragraphs. It discusses how English originated from Germanic tribes who settled in the British Isles and was later influenced by Latin and French. It then describes some key linguistic aspects of English including varieties, registers, styles, and sources of external and internal change to the language over time. The English language has evolved from its Germanic roots through contacts with other languages and social/political influences.
The document discusses brand voice and provides six rules for developing an effective brand voice:
1. A brand voice fundamentally defines a brand by expressing its values and delivering consistent messaging.
2. An effective brand voice has range and adapts to different scenarios while maintaining consistency.
3. Brand voice encompasses more than just word choice by influencing syntax, structure, semantics and style of communication.
4. Brand voice creates a dialogue and allows a brand to authentically listen and respond to build connections.
5. Developing a clear brand voice helps ensure internal and external consistency in representing the brand.
6. To remain relevant, a brand voice must evolve over time through review, feedback
The document discusses the changing role of brands within the health and life sciences industry. It argues that brands are underleveraged assets that can emotionally connect with customers, drive loyalty, and generate revenue. However, the industry is experiencing transformation with multiple customer groups demanding more value and results. Therefore, brands must do more than promote products - they must transform attitudes, engage customers, and create emotional connections. Going forward, brands will need to strengthen their value propositions at both the corporate and product levels to meet new commercial demands.
1) A new paradigm of "corporate citizenship" is emerging that views corporations as full citizens responsible for all stakeholders, not just shareholders.
2) Early corporate social responsibility initiatives focused on improving workers' lives, but government regulation increased as abuses were exposed.
3) Today, consumers expect corporations to address social and environmental issues authentically through strategic initiatives that also build brand value.
Facebook's brand value is much lower than its market valuation, which is mostly based on speculation. While Facebook owns the social networking category and has strong brand recognition, its brand is not credited for the new behaviors and connections it enables. This is dangerous as without a strong brand, Facebook could easily be replaced by another social platform. To strengthen its brand, Facebook needs to own and promote a higher-level message around connecting people rather than just being a utility. This will protect Facebook from competition and give it flexibility to expand into new areas while maintaining user trust.
1. Standard English is the variety used in printed materials like newspapers and books, and is the variety typically taught as a second language.
2. All language users speak with an accent and dialect, with accent describing aspects of pronunciation and dialect describing grammar, vocabulary, and pronunciation variations.
3. Isoglosses represent boundaries between linguistic features in dialects, and clusters of isoglosses define dialect boundaries across regions.
This document provides a summary of chapters from a book on the origins and development of language. It discusses early theories on the origins of language, including Darwin's idea that humans first developed musical ability to attract mates before developing language. It also summarizes theories that language developed through physical adaptations in the human body that allowed for speech production, or that early humans developed gestures before full language. The document then discusses properties of human language like duality of sound and meaning, experiments testing if animals can learn human language, the concept of cognates showing connections between languages, and theories of how proto-Indo-European developed into language families through comparative reconstruction.
This document contains a summary of Chapter 1 of a book on the origins of language. It discusses several theories on how and when language developed, including that some form of spoken language emerged between 100,000-50,000 years ago before written language. It also summarizes Darwin's theory that humans first developed musical ability to attract mates before fully developing language. The document then analyzes experiments testing the theory that language is innate and discusses physical adaptations that enabled human speech.
This document provides a summary of chapters from a book on the origins and development of language. It discusses early theories on the origins of language, including Darwin's idea that humans first developed musical ability to attract mates before developing language. It also summarizes theories that language developed through physical adaptations in the human body that allowed for speech production, or that early humans developed gestures before language. The document then discusses properties of human language like duality of sound and meaning. It also summarizes research on teaching language to animals and differences between animal and human language ability.
This document provides a summary of chapters from a book on the origins and development of language. It discusses early theories on the origins of language, including Darwin's idea that humans first developed musical ability to attract mates before developing language. It also summarizes theories that language developed through physical adaptations in the human body that allowed for speech production, or that early humans developed gestures before language. The document then discusses properties of human language like duality of sound and meaning. It also summarizes research on teaching language to animals and differences between animal and human language abilities.
This document summarizes key points from the book "Worlds within Words" by K. David Harrison about the complexity of human languages. It discusses how language change occurs naturally over time without central authority. It also examines arguments about whether all languages are equally complex and explores examples of complex linguistic structures from smaller and endangered languages, including morphemes adding smell descriptions in Siberian Tofa, onomatopoeic sound words in Tuvan, word reduplication in Rotokas and Filipino, noun classifiers in an unnamed language, and gender-specific terms and sign languages.
The document discusses key concepts about language including definitions, the nature and attributes of language, and strategies for effective oral language. It defines language as a system of symbols used to convey thought from one person to another. It also discusses that language is dynamic, words have multiple meanings, and meanings exist in people's minds rather than in words themselves. Language is influenced by culture and time. Effective oral language should be clear, direct, appropriate for the audience and occasion, and vivid through the use of imagery.
Code-switching refers to alternating between two or more languages or language varieties in conversation. It can occur between sentences or within sentences. Speakers may switch languages based on the social situation, to emphasize a particular word or point, or due to habitual experience growing up with more than one language. Bilingual speakers often switch between languages depending on factors like the topic of discussion, the social relationships involved, and the level of formality required.
spoken and written-lang.ppttue llllllhsuwubshdjolanreylebara2
This document discusses the key differences and similarities between spoken and written language. Spoken language involves vocalization and gestures while written language uses visual symbols to represent words. Both are used for communication but written language has more formal rules. Some key differences are that spoken language relies on speaking and listening while written language uses reading and writing skills. Both are important for communication in different contexts like education, business, and technology.
Sociolinguistics is the study of the relationship between language and society. Key aspects studied include languages in contact, language variation, and language and gender. [1] Language varies based on social factors like gender, age, social class, and ethnicity. [2] Men and women tend to use language differently, with women generally using more questions, self-disclosure, and minimal responses while men tend toward verbal aggression and changing conversation topics. [3] The study of language variation according to social factors provides insights into membership in social groups and cultural norms.
This document discusses pidgin and creole languages. It defines pidgin as a reduced language that develops for communication between groups without a shared language, while a creole is a pidgin that becomes a community's native language. The document outlines the key differences between pidgins and creoles, such as pidgins having no native speakers and simpler structure, while creoles are fully developed languages. Several examples of pidgin and creole languages are provided.
1. Discuss ‘Indianisation’ of English, citing examples of some major features of Indian English. (20)
2. Give a complete description of the consonants of English. (20)
3. What, in your view, are the most important learner variables in the learning of a second language?
Explain. (20)
4. What do you understand by ‘foregrounding’? Discuss with suitable examples. (20)
5. Write short notes on the following: (20)
a) The function of intonation.
b) Conversion as a morphological device.
1. Discuss the relationship between language and our perception of reality in terms of
linguistic relativity and linguistic determinism.
2. Write short notes on any four of the following, giving examples as far as possible:
i) Changes in the meaning of words from Old to Modern English.
ii) Langue and Parole
iii) Problems in defining a speech community
iv) Code mixing and code switching
v) Status versus Corpus planning
vi) Monism and Dualism
3. What is Theta theory? Which parts of grammar does it affect? Discuss with examples of
your own.
4. Discuss in detail four different approaches of looking at language and society (Unit 1,
Block 6). Highlight the differences between all these approaches.
5. Historically discuss the rise of American English and its chief characteristics
This document discusses multi-word items in English, including:
1. Collocations, idioms, and other multi-word items are semi-fixed phrases that native speakers have internalized as single choices.
2. Multi-word items consist of sequences of two or more words that form meaningful and inseparable units through processes of fossilization and word formation.
3. Types of multi-word items include compounds, phrasal verbs, idioms, fixed phrases, and prefabs. Models categorize multi-word items based on their semantics and syntax.
This document contains information about a student named Naseem Akhtar enrolled in a sociolinguistics course. It discusses how language reveals aspects of identity such as nationality, culture, religion, age, gender, education level, and profession. The document also provides examples of how the same gestures can have different meanings across cultures and how the structure of a language can shape aspects of the culture of its speakers.
This document discusses language variation and regional dialects. It begins by defining standard languages and noting examples like Standard American English. It describes how accents and dialects are used to analyze differences in grammar, vocabulary and pronunciation between regions. Key concepts discussed include dialectology, using linguistic features to define dialect boundaries and continua. The document also covers related topics like bilingualism, diglossia, language planning, and the development of pidgins and creoles.
The document discusses brand voice and provides six rules for developing an effective brand voice:
1. A brand voice fundamentally defines a brand by expressing its values and delivering consistent messaging.
2. An effective brand voice has range and adapts to different scenarios while maintaining consistency.
3. Brand voice encompasses more than just word choice by influencing syntax, structure, semantics and style of communication.
4. Brand voice creates a dialogue and allows a brand to authentically listen and respond to build connections.
5. Developing a clear brand voice helps ensure internal and external consistency in representing the brand.
6. To remain relevant, a brand voice must evolve over time through review, feedback
The document discusses the changing role of brands within the health and life sciences industry. It argues that brands are underleveraged assets that can emotionally connect with customers, drive loyalty, and generate revenue. However, the industry is experiencing transformation with multiple customer groups demanding more value and results. Therefore, brands must do more than promote products - they must transform attitudes, engage customers, and create emotional connections. Going forward, brands will need to strengthen their value propositions at both the corporate and product levels to meet new commercial demands.
1) A new paradigm of "corporate citizenship" is emerging that views corporations as full citizens responsible for all stakeholders, not just shareholders.
2) Early corporate social responsibility initiatives focused on improving workers' lives, but government regulation increased as abuses were exposed.
3) Today, consumers expect corporations to address social and environmental issues authentically through strategic initiatives that also build brand value.
Facebook's brand value is much lower than its market valuation, which is mostly based on speculation. While Facebook owns the social networking category and has strong brand recognition, its brand is not credited for the new behaviors and connections it enables. This is dangerous as without a strong brand, Facebook could easily be replaced by another social platform. To strengthen its brand, Facebook needs to own and promote a higher-level message around connecting people rather than just being a utility. This will protect Facebook from competition and give it flexibility to expand into new areas while maintaining user trust.
1. Standard English is the variety used in printed materials like newspapers and books, and is the variety typically taught as a second language.
2. All language users speak with an accent and dialect, with accent describing aspects of pronunciation and dialect describing grammar, vocabulary, and pronunciation variations.
3. Isoglosses represent boundaries between linguistic features in dialects, and clusters of isoglosses define dialect boundaries across regions.
This document provides a summary of chapters from a book on the origins and development of language. It discusses early theories on the origins of language, including Darwin's idea that humans first developed musical ability to attract mates before developing language. It also summarizes theories that language developed through physical adaptations in the human body that allowed for speech production, or that early humans developed gestures before full language. The document then discusses properties of human language like duality of sound and meaning, experiments testing if animals can learn human language, the concept of cognates showing connections between languages, and theories of how proto-Indo-European developed into language families through comparative reconstruction.
This document contains a summary of Chapter 1 of a book on the origins of language. It discusses several theories on how and when language developed, including that some form of spoken language emerged between 100,000-50,000 years ago before written language. It also summarizes Darwin's theory that humans first developed musical ability to attract mates before fully developing language. The document then analyzes experiments testing the theory that language is innate and discusses physical adaptations that enabled human speech.
This document provides a summary of chapters from a book on the origins and development of language. It discusses early theories on the origins of language, including Darwin's idea that humans first developed musical ability to attract mates before developing language. It also summarizes theories that language developed through physical adaptations in the human body that allowed for speech production, or that early humans developed gestures before language. The document then discusses properties of human language like duality of sound and meaning. It also summarizes research on teaching language to animals and differences between animal and human language ability.
This document provides a summary of chapters from a book on the origins and development of language. It discusses early theories on the origins of language, including Darwin's idea that humans first developed musical ability to attract mates before developing language. It also summarizes theories that language developed through physical adaptations in the human body that allowed for speech production, or that early humans developed gestures before language. The document then discusses properties of human language like duality of sound and meaning. It also summarizes research on teaching language to animals and differences between animal and human language abilities.
This document summarizes key points from the book "Worlds within Words" by K. David Harrison about the complexity of human languages. It discusses how language change occurs naturally over time without central authority. It also examines arguments about whether all languages are equally complex and explores examples of complex linguistic structures from smaller and endangered languages, including morphemes adding smell descriptions in Siberian Tofa, onomatopoeic sound words in Tuvan, word reduplication in Rotokas and Filipino, noun classifiers in an unnamed language, and gender-specific terms and sign languages.
The document discusses key concepts about language including definitions, the nature and attributes of language, and strategies for effective oral language. It defines language as a system of symbols used to convey thought from one person to another. It also discusses that language is dynamic, words have multiple meanings, and meanings exist in people's minds rather than in words themselves. Language is influenced by culture and time. Effective oral language should be clear, direct, appropriate for the audience and occasion, and vivid through the use of imagery.
Code-switching refers to alternating between two or more languages or language varieties in conversation. It can occur between sentences or within sentences. Speakers may switch languages based on the social situation, to emphasize a particular word or point, or due to habitual experience growing up with more than one language. Bilingual speakers often switch between languages depending on factors like the topic of discussion, the social relationships involved, and the level of formality required.
spoken and written-lang.ppttue llllllhsuwubshdjolanreylebara2
This document discusses the key differences and similarities between spoken and written language. Spoken language involves vocalization and gestures while written language uses visual symbols to represent words. Both are used for communication but written language has more formal rules. Some key differences are that spoken language relies on speaking and listening while written language uses reading and writing skills. Both are important for communication in different contexts like education, business, and technology.
Sociolinguistics is the study of the relationship between language and society. Key aspects studied include languages in contact, language variation, and language and gender. [1] Language varies based on social factors like gender, age, social class, and ethnicity. [2] Men and women tend to use language differently, with women generally using more questions, self-disclosure, and minimal responses while men tend toward verbal aggression and changing conversation topics. [3] The study of language variation according to social factors provides insights into membership in social groups and cultural norms.
This document discusses pidgin and creole languages. It defines pidgin as a reduced language that develops for communication between groups without a shared language, while a creole is a pidgin that becomes a community's native language. The document outlines the key differences between pidgins and creoles, such as pidgins having no native speakers and simpler structure, while creoles are fully developed languages. Several examples of pidgin and creole languages are provided.
1. Discuss ‘Indianisation’ of English, citing examples of some major features of Indian English. (20)
2. Give a complete description of the consonants of English. (20)
3. What, in your view, are the most important learner variables in the learning of a second language?
Explain. (20)
4. What do you understand by ‘foregrounding’? Discuss with suitable examples. (20)
5. Write short notes on the following: (20)
a) The function of intonation.
b) Conversion as a morphological device.
1. Discuss the relationship between language and our perception of reality in terms of
linguistic relativity and linguistic determinism.
2. Write short notes on any four of the following, giving examples as far as possible:
i) Changes in the meaning of words from Old to Modern English.
ii) Langue and Parole
iii) Problems in defining a speech community
iv) Code mixing and code switching
v) Status versus Corpus planning
vi) Monism and Dualism
3. What is Theta theory? Which parts of grammar does it affect? Discuss with examples of
your own.
4. Discuss in detail four different approaches of looking at language and society (Unit 1,
Block 6). Highlight the differences between all these approaches.
5. Historically discuss the rise of American English and its chief characteristics
This document discusses multi-word items in English, including:
1. Collocations, idioms, and other multi-word items are semi-fixed phrases that native speakers have internalized as single choices.
2. Multi-word items consist of sequences of two or more words that form meaningful and inseparable units through processes of fossilization and word formation.
3. Types of multi-word items include compounds, phrasal verbs, idioms, fixed phrases, and prefabs. Models categorize multi-word items based on their semantics and syntax.
This document contains information about a student named Naseem Akhtar enrolled in a sociolinguistics course. It discusses how language reveals aspects of identity such as nationality, culture, religion, age, gender, education level, and profession. The document also provides examples of how the same gestures can have different meanings across cultures and how the structure of a language can shape aspects of the culture of its speakers.
This document discusses language variation and regional dialects. It begins by defining standard languages and noting examples like Standard American English. It describes how accents and dialects are used to analyze differences in grammar, vocabulary and pronunciation between regions. Key concepts discussed include dialectology, using linguistic features to define dialect boundaries and continua. The document also covers related topics like bilingualism, diglossia, language planning, and the development of pidgins and creoles.
CONTRASTIVE LINGUISTIC por VIVIANA SOCASIlaurast18
[DOCUMENT]: Universidad central del ecuador Facultad de filosofía letras y ciencia de la educación Carrera de idiomas Viviana Socasi 5to Semestre Francés
The document is from a university in Ecuador and discusses linguistics topics in 3 sentences or less:
1) It discusses the Carrera de idiomas (language career) at the Universidad Central del Ecuador's Faculty of Philosophy, Letters and Science Education.
2) It mentions Viviana Socasi and notes she is in her 5th semester studying French.
3) The document provides background information on linguistic topics like phonology, morphology, syntax and related disciplines in a introductory
Language is the ability to produce and comprehend both spoken and written (and in the case of sign language, signed) words. Understanding how language works means reaching across many branches of psychology—everything from basic neurological functioning to high-level cognitive processing. Language shapes our social interactions and brings order to our lives. Complex language is one of the defining factors that makes us human. Two of the concepts that make language unique are grammar and lexicon.
Criteria of the System of Communication
in order for it to be considered a language, characteristics of language, and its building blocks.
#LanguageCurriculum
The document discusses different language varieties such as dialects, sociolects, idiolects, slang, jargon, pidgins, and creoles. It provides definitions and examples of each variety. Dialects are geographical variations while sociolects are based on social factors. An idiolect is an individual's unique speech patterns. Slang and jargon involve informal or technical vocabulary respectively. Pidgins are contact languages without native speakers, and creoles develop from pidgins when they become a community's native language. The document also defines linguistic registers as variations in formality of language used in different social contexts.
The document discusses various topics related to language and communication, including:
1) It defines what language is, how it allows humans to discuss abstract concepts, and how anthropologists study language in its social and cultural contexts.
2) It examines nonhuman communication in animals like chimpanzees and gorillas and their limited capacity for language compared to humans.
3) It explores the structure of human language, including the levels of phonology, morphology, lexicon, and syntax that linguistic studies analyze.
1. What’s in a Name?
Linguistics demystified
for brands
Creating and managing
brand value
TM
2. Interbrand | Pg. 1
What’s in a Name?
Linguistics demystified for brands
By Paola Norambuena
When most people think of linguistics – two possible directions to take: one is to and rich in meaning. Andaz benefits from
if they do at all – they likely picture stuffy select an existing word or words, the other an association with Romance languages
academics waxing obscure about the roots is to conjure a new name from raw linguistic (the Spanish “andar” and the Italian
of language. Seminar tables and lecture materials. Both approaches involve a “andare” – both verbs meaning “to go” –
halls, earnest students and musty library detailed process. resonate with a travel-oriented brand). Yet
shelves full of arcane texts gathering dust. it was chosen because it is an Urdu word
Say you want to use a real-word name.
What they most certainly do not picture meaning “personal style” – an apt choice for
Linguistics suggests that limiting yourself
is cutting-edge commercial creativity or a a hotel that celebrates its clients’ personal
to the English language may also limit your
route to success in the crowded marketplace preferences at every turn.
appeal – and your market share. That’s partly
of products and services.
because English is full of consonant clusters For mass appeal, linguistics
Yet linguistics is just that – a tool for that are simply hard to pronounce for a large
would steer us toward
narrowing in on the kinds of names that portion of the world’s population.
will make your product or service a world constructions of words
While English words often get stuck on other
changer, for finding the moniker that can and sounds rooted in the
mother tongues, words from the Romance
help you grab the public imagination.
languages tend to have fewer consonants. real but with a new identity
Linguistics and the naming process Furthermore, Spanish, French, Italian – even all their own.
Romanian – and other Romance languages
Put simply, linguistics is the study of the Coining names and linguistics
all share Latin as their common ancestor.
structure and development of language.
So many of their sounds are not only Just as linguistics can help with finding
It encompasses a number of sub-fields –
easier to pronounce, but also comfortably a real-word name, it can be equally
including sociolinguistics, psycholinguistics,
interchangeable to the more than 600 valuable when inventing , or coining, a
and historical and computational linguistics.
million who speak them. name, an approach that has the potential
Some are more theoretical, others more
advantages of ownability, distinctiveness
applied. But linguists share a widespread Looking to less common languages can be
and (near) universal appeal.
agreement that human beings have an equally inspiring. Hasbro’s Parker Brothers
innate ability to acquire and use language, Games turned to Swahili when naming A coined name is a name that cannot
based on our shared biology. This makes their popular stack-and-build block game be found in the dictionary – including
linguistics a crucial asset for generating Jenga (“to build”). Similarly, the Swahili word anything from a playful twist on a real
names that are both meaningful for the for “village” – Kijiji – became the name of a word (“googol” becomes Google), to
brand and memorable in the mind of website offering free local classified ads. something entirely made up (such as
the consumer. the Eee computer by Asus).
One example of using real words to create a
When a company has a new product or distinctive – and ownable – name is Hyatt’s A common frustration is hitting on the
service it needs to name, there are basically hotel brand Andaz, which is both easy to say perfect real-word name, only to have
3. What’s in a Name? Linguistics demystified for brands Interbrand | Pg. 2
If you can’t own it, it
doesn’t matter how
great a name is.
legal tell you it’s not ownable; with over 21 potential, but they also must consider thinner every minute.
million registered trademarks and counting, specific cultural cache and appropriateness
For instance, the United States has a
chances are someone else got there first. across all the markets the brand will touch.
growing number of multilingual residents,
By contrast, coining involves creatively Linguists have done extensive research into
each with purchasing power and cultural
combining, refining or dicing words – both of these territories and their work that
prestige – and each posing unique
significantly narrowing the chances that can help us balance the two.
opportunities for marketers to get it wrong.
your preferred name is already taken.
Universal appeal That’s why working with linguists when
While that last tactic has become highly evaluating brand names is essential.
Linguists can offer marketers valuable
imitated in the digital space, one of the
insights into the kinds of associations Consider that the top five languages in
most successful global brands is 124
that certain words and sounds have the U.S. besides English are Spanish,
years into demonstrating the impact and
across a broad swath of the polyglot Chinese, French, German, and Tagalog. If
memorability of two easy sounds: Coca-
global marketplace. For example, an “R” your name is targeting these non-English-
Cola’s alternating vowels and singsong-y
sound is often perceived as conveying speaking populations in the U.S., let alone in
pronunciation are a proven way to spread
motion – think of words like river, ripple, international markets, it’s key to do linguistic
happiness wherever you may roam.
or even whirl, or brands like Range Rover cultural checks – not just with American
For mass appeal, linguistics would steer us and Roomba. The “S” sound, of course linguists but by running shortlisted names
toward constructions of words and sounds communicates smooth, sleek, streamlined through in-country linguistic and cultural
rooted in the real but with a new identity - like Silk or Swiffer. And “Z” often evokes checks as well. This will help you to keep an
all their own. Take Olay’s “Definity” – which speed, energy or precision, hence its use by eye on the forest and the trees.
combines “define” with the common suffix such brands as Zipcar, Zippity, Blazer and
Late stage essentials
“-ity” to create a new noun that looks like RAZR.
a real word. This particular name gains Now that you’re armed with all this linguistic
But linguistics, like naming, is not always
further credence because it contains insight, naming your product or service
an exact science. Its greatest value may
“finity” which we find in the word “infinity.” should be a breeze, right?
lie in the deep understanding of specific
This type of coined name may be less languages, and the cultures it is part Not always, but a linguistic perspective can
distinctive than an Eee – since the construct of. This is what a linguistic specialist can help get you out of a naming rut, even if its
is more expected – but it packs consumer bring to the table. late in the game.
punch. Of course, adding to its appeal is
A linguistic perspective on cultural diversity Let’s say you’re positioning a new product
its very real potential for clearing any legal
can help ensure a brand name won’t that is all about speed, energy and precision.
hurdles, which is itself no small feat.
offend, unintentionally amuse, or simply Logically, your shortlist is filled with Z
The importance of evaluation flop. In fact, linguistics can help maximize names – after all, sound symbolism and its
your chances for success by honing a name many boosters tell you that Z implies speed,
Naming professionals aim for near-universal
for global markets as much as for local energy, and precision.
appeal to maximize a brand’s marketing
consumption, a distinction that is becoming
4. What’s in a Name? Linguistics Demystified for Brands Interbrand | Pg.3
You realize there are just two obstacles These stories go a long way to reinforce
to settling on your perfect name. One is the pitfalls that await overeager marketing
differentiation – your category is saturated professionals. Offensive names are not
with Z names and sounds. And the other is just problematic because of feelings, but
ownability – all the best Z names are taken. of how they can derail even the best laid
marketing efforts.
If you can’t own it, it doesn’t matter how
great a name is. And if it won’t set you Of course the goal of every name is to stick
apart in your space, what good is it? Brands with the target audience and deliver the
like FedEx, Red Bull, and Toyota RAV 4, kind of positive associations you want. In an
however, don’t feature Zs in their names, increasingly small, overcrowded and fiercely
yet all of these brands communicate speed, contested market environment, this can be
energy, and precision. When faced with a daunting task. Linguistics can provide you
limited choice, linguistics will tell you to with proven advantages to help you find or
look farther afield, to other languages create a one-of-a-kind name and evaluate
and cultures, to other roots, devices, and its potential when it is seen on shelf, on the
structures, to find a name that is both lot, online, wherever your brand competes.
distinctive and meaningful. Whether real or coined, suggestive or
descriptive, your name is your brand’s most
Besides ownability and differentiation, the
essential asset, making it all the more
naming endgame is also about sensitivity.
important to get it right the first time. ■
In today’s shrinking multinational world,
engaging linguists to run thorough cultural
disaster checks on your prospective brand
names is of the utmost importance.
...linguistics, like naming, is
not always an exact science.
Its greatest value may lie in
the deep understanding of
different languages, and the
cultures they’re part of...
Some cautionary tales include a major U.S.
brand that went to market with a product
named GECIS (pronounced JEE-kiss).
Unfortunately, in Hungary, where the
brand conducted a considerable business,
the GECIS name translated to an unseemly
bodily fluid.
In another instance, Coca-Cola went into
the Japanese market with the tagline “Coke
Adds Life” – disastrously translated as
“Coke Brings Your Ancestors Back from the
Dead” – particularly offensive to Japanese
believers of the Shinto faith. And in another,
the Russian natural gas giant Gazprom
inked a deal with Nigeria to start a joint
venture earlier in 2009, the new entity was
named Nigaz.
5. Paola Norambuena
Paola Norambuena is Interbrand’s Executive
Director of Verbal Identity, North America.
She is passionate about language and
believes it is a powerful tool that impacts
behavior and helps brands create an
emotional connection with customers,
employees, and key stakeholders.
Combining her experience in
communications, brand strategy, and
ideation, Paola helps her clients harness the
power of language in compelling new ways,
through naming, voice, messaging, and
creative writing—verbal identity strategies
that help bring brands to life.
Paola Norambuena
Executive Director of Verbal Identity, North America
T: 212-798-7590
Paola.norambuena@interbrand.com
Creating and managing
interbrand.com brand value
TM