For this assignment we are to apply our knowledge of linguistics to a practical situation. The situation I chose to address involves brand names and linguistics of a new perfume. According to Paola Norambuena, linguistics is the study of the structure and development of language. Because all humans learn and use language, linguistics becomes a key factor when brands decide on names for their products. These names aim to represent products in positive ways that catch the consumer’s attention.
Some aspects that play into the way that consumers interpret brand names include semantic relations, connotations, sounds in the name, differentiation, ownability, sensitivity, and credibility. A product name that is semantically related to a product is one that has a similar meaning to the product itself. Differentiation involves the idea that an item’s name is unique enough to set it apart from other products in the same category. Ownability refers to the fact that a company must be able to legally own the rights to a product’s name, so it can’t have a name that has already been taken by a different company. Sensitivity deals with respecting other cultures as well as the company’s own culture when choosing a product name, making sure not to choose one that is offensive or could be offensive in translation. The credibility of a product’s name is concerned with the fact that consumers want to purchase items that sound legitimate. The name of a product can directly affect a consumer’s decision to purchase it or not.
For example, Diesel made a good decision when naming their perfume “Loverdose.” The name is not semantically related to the product because love is an emotion that doesn’t have a particular scent. But, it does encourage positive association because the name makes the consumer think about an “overdose on love.” Love is connotated with happiness and bliss so the