The Congnitive Context Of Trademark Name

The trademark is a combination of markers that can distinguish thegoods or services of one enterprise from other enterprises’ goods orservices, the main part of which are words or what the words can refer to.Brand naming is a process of building referential relationship. Cognitivecontext of the trademark naming is the sum of the trademark assigner’sand its recipient ’s cognitive psychology and knowledge structure,existing in the process of the trademark naming. The research on China’strademark starts a little late. Especially, there is still no mature theoryabout the research on the cognitive context of trademark naming. Thispaper makes some analysis on over5000trademarks through fieldinvestigation, theoretical analysis and inductive method. Basing on theanalysis, the paper makes an investigation of the factors that make up thecognitive context in the process of trademarks naming and discuss theinfluence of the cognitive context on the trademarks naming process.Therefore, we get clear that with the influence of the cognitive context,the trademark naming has its own features: predictability, diversity,artistry, distinctiveness, and regularity, which can provide the trademarknaming in the reality with the naming strategy of naming methoddiversification, the originality of the naming content and the simplification of the naming result.There are mainly6parts in the paper. The first part is the introduction,making the definition of the trademark and introducing the achievementof the former research on the cognitive context of the trademark naming,the researching methods and the source of the materials. As the main partof the paper, the second part discusses the factors and the function of thecognitive context in trademark naming. In the third part, we make aninduction of the features of the trademark naming with the influence ofthe cognitive context. As for the fourth part, we make a brief analysis onsome strategies of the trademark naming. In the fifth part, some problemsexisting in the trademark naming in China are mention. The last part isthe summary of the whole paper.