Seminar Series: Abstract

15.00
November 06 2009
Law Lecture Theatre ANU College of Law, Building 5

Trademark development in the Tower of Babel: Linguistics and naming
Dr Barb Kelly (University of Melbourne)

What makes a great brand name? Compare the name Pentium with Prochip or 80586? What about The Spastic Society versus Scope? Each of these names will evoke a wealth of reactions and associations in a population of diverse interests and experiences. The expressive power of names is derived from the aesthetic effects produced by sound and spelling patterns, meaning associations and word forms. Although often overlooked, linguistics is the cornerstone of convincing trademark development both locally and globally. In this talk we will explore some of the linguistic nuances that can lead to great naming successes and woeful disasters (think Ford's Thunderbird versus Edsel). We will look at strategies used in the process of developing a name across different categories and styles, and different trends. In particular I will report on a study of sound symbolism which explores the seemingly arbitrary links between sounds in the world's languages and the meanings these evoke.