Балалаева Елена Юрьевна
Национальный университет биоресурсов и природопользования Украины
Киев, доцент кафедры журналистики и языковой коммуникации

В статье рассматриваются вопросы бренднейминга. В частности, на примере коммерчески успешных брендов показано удачное использование классических языков в названиях, которые, с точки зрения психолингвистического влияния на потребителей, свидетельствуют о солидности, фундаментальности и стабильности бизнеса, вызывают доверие, звучат благородно и благозвучно.

Ключевые слова: брендинг., латинский язык, маркетинг., названия


Balalaieva Olena Yurievna
National University of Life Environmental Sciences of Ukraine
Kyiv, Associate Professor of the Department of Journalism and Linguistic Communication

The article deals with issues of branding. In particular, the example of commercially successful brands shows the good use of classical languages in the names, which in the view of the psycholinguistic impact on consumers, indicate the solidity, fundamentality, and stability of the business, give rise to trust, sound noble and sonorous.

Keywords: branding, Latin language, names

Библиографическая ссылка на статью:
Балалаева Е.Ю. Classical roots in popular brand names // Экономика и менеджмент инновационных технологий. 2019. № 8 [Электронный ресурс]. URL: https://ekonomika.snauka.ru/2019/08/16666 (дата обращения: 11.07.2024).

Famous names of popular brands do not always have a clear origin, often an etymological analysis of modern names refers to classical languages, in particular – to Latin. In the view of the psycholinguistic impact on consumers, classical names indicate the solidity, fundamentality, and stability of the business, give rise to trust, sound noble and sonorous, may contain exhaustive meaning indicating the profile of activity, the main corporate principles or life credo. Let’s consider the origin of some of the names of modern brands, in which the Latin reminiscences [4] are explicitly or latent.

Latin names are very popular in the automotive industry [3]. The history of the name of the German company Audi is quite Interesting. In 1899, August Horch founded the firm A. Horch & Cie, but because of misunderstanding with his companions, he was forced to leave it. Soon he created the new company Horch Automobilwerke GmbH. Former partners sued for the illegal use of the trademark, and the court ruled that the Horch brand belongs to the first company. Thus, A. Horch was forbidden to use his last name in the names of cars. Resentful Horch convened a meeting at the Fikentscher to discuss the problem with the naming of his new company. At this time, Fikenster’s son did Latin homework. Several times he was ready to say something, but he lacked determination all the time, finally, he dared and said: “Daddy, why not it named Audi?” This idea was enthusiastically endorsed by all present and soon a new brand appeared. The fact is that the German Horch is a verb in imperative and means “listen” (from horchen ”to listen”). The boy translated this form into Latin and received an audi (from Latin audire ”listen”). According to another version, such a name is due to impeccable obedience and submissiveness of Audi cars, even in the most unfavorable situations.

The same impeccable “obedience” of cars of its production is proud of the Japanese company Toyota, naming Auris one of the models, which in translation from Latin means “ear”. Representatives of the company explain such a name by the fact that the car is very obedient on the city roads. By the way, Latin is not uncommon in the names of models of Japanese cars: Toyota Supra (from Latin supra ”above “), Toyota Ipsum (from Latin ipsum ”itself”), Suzuki Cultus (from Latin cultus, a, um ”beautiful, cultural”), Isuzu Gemini (from Latin gemini, orum m “twins”, Nissan Infiniti (from Latin infinitum, i n “Infinity”), etc. [2].

The Volvo company, founded in 1926 by Asar Gabrielsson and Gustaf Larson, offers to roll because this name comes from as the Latin name verb volvere ”to roll”. It was offered by one of the managers of the company, who had a wide range of knowledge and linguistic feelings. It was decided to choose first person the form volvo ”I roll”. (This Latin root is known in other words, for example in a revolver ”wheel gun”). The name was simple and original. Moreover, it symbolically pointed to the company’s core business. In this name, there are no [r] and [c] sounds, because many people in different parts of the world cannot pronounce them. Already at that time, the company supplied products for export, so successful naming was of great importance for commercial success.

In the 1930s, the Englishman Geoffrey Taylor, who originally converted standard cars for racing teams, founded the Alta company, whose name originates from the Latin adjective altus, a, um ”tall” (there are flaked wings in the company logo).

Immediately after the war in the American zone of Germany, it was forbidden to produce cars with an engine, the working volume of which exceeds one liter. Former BMW employees found a way to circumvent the ban. They created their car based on BMW sports cars and released under the new brand Veritas, whose name is translated from Latin as “Truth”.

The Romanian automobile factory Dacia, founded in 1952, owes its name to the Roman province that was located on this territory (Latin Dacia, ae f). In 1994, Dacia has mastered the production of the Nova hatchback (from Latin novus, a, um ”new”) on the Peugeot 309 license platform. In 2000, the model was restyling and renamed as SuperNova ”supernova”.

German company Adam Opel AG since 1991 produces compact car Opel Astra (from Latin astrum, i n ”star”).

Names that created in the national language, and as a result of contamination acquired (accidentally or intentionally) consonance with the Latin words are no less interesting. Such “coincidence” has always been welcomed and supported by producers.

For example, the Italian company Fabbrica Italiana Automobili Torino (Torino Italian car factory) chose the acronym F.I.A.T. as the name of the brand. Moreover, this abbreviation, written without dots, is consistent with the Latin word fiat, which means “let it be”.

The Czech carmaker Škoda has only one business class model Škoda Superb. Producers have given such a name superb ”excellent” from Latin superbus ”grand, proud, splendid”. Indeed, a business class car, like its owner, deserves respect.

Ole Kirk Christiansen, the founder of Lego, created this name by combining the Danish words “play” and “good” (leg and godt). In a successful coincidence, the name was consistent with the Latin lego ”I collect, connect, read”. Being a carpenter by profession, Christiansen first made wooden toys, which over time became so popular that other masters had to be involved in the work. Wooden cubes turned into plastic, and the idea of ​​their connection and disconnection was brought from England by Christiansen son. This name, which is easily pronounced even by a small child, is memorized instantly.

The Japanese company SONY also went through long searches – the founders of Tokyo Tsushin Kogyo Kabushiki Kaisa (Tokyo Telecommunications Engineering Company), Akio Morita and Masaru Ibuka, wanted to find a shorter and concise name. Besides, in the postwar period, the Americans treated all Japanese with an understandable distrust and, therefore, it was decided to invent a word that would not be associated with Japan. The international Latin has come to the rescue, namely the word sonus, us m (sonitus, us m) ”sound” [1]. And besides, in the 1950s, the American word “sonny” sounded in harmony with him, was widely heard in Japan, but written in Japanese hieroglyphs meant “unprofitable”. The problem was solved with the simplicity inherent to the Japanese – they erased the extra letter and registered the SONY brand.

The same Latin root can be traced also to the name Panasonic, created by Matsushita in 1955: the word is formed from the ancient Greek pan ”all” and Latin sonus, us m (sonitus, us m) ”sound” (originally this trademark was used only for audio equipment).

The word Audison was first heard by the world at the turn of the 1970s and 1980s. It is formed by a combination of the Latin words: audire ”listen, hear” and sonus ”sound”; and for everyone to whom it is known, is one of the most passionate names in technology. According to the company’s explanation, it is the passion for music and sounds, the desire to convey these emotions in the best way through audio, led to the emergence of this brand.

Thus, the history of business has many examples of commercially successful brands, owe their names to the Latin language.

  1. Балалаева Е. Ю. Электронные ресурсы для изучения латыни // Психология, социология и педагогика. 2014. № 4. [Электронный ресурс]. URL: http://psychology.snauka.ru/2014/04/2978.
  2. Дворецкий И.Х. Латинско-русский словарь. 7-е изд. М.: Русский язык, 2002.
  3. Роб де ла Рив Бокс. Спортивные автомобили. М.: Лабиринт Пресс, 2005.
  4. Balalaieva O. Media topics in descriptors of International Press Telecommunications Council. Вісник Львівського університету. Серія Журналістика. 2017. № 42. С. 151-158

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