To blend so as to brand: a study of trademarks and brand names

Abstract

Brand names represent valuable linguistic assets. They serve a variety of purposes, from product differentiation to corporate identity. Creativity and wit are employed in brand naming practices, frequently resulting in the formation of blends. Although blending has long been recognized as a prominent feature of advertising and marketing discourse, next to no research has hitherto been devoted to blends in brand names. Hence, the aim of this paper is to analyze approximately 600 brand names excerpted from the Portmanteau Dictionary [Thurner 1993]. Having examined the phonological, graphological, stylistic and semantic motivations, we conclude that the distinguishing features of blends in brand names are the overlap of full words and word play. In terms of particular classes of goods, blends seem to permeate the names of foods and beverages, electrical and scientific devices, toys and sporting equipment, as well as stationery, cosmetics and houseware.