Language Characteristic and Meaning of Chinese Brand Names in Thai Food Products in China
Keywords:
brand naming, Chinese brand name, Thai food product, language characteristics, meaningsAbstract
Objectives: This research article aims to study language characteristic and analyze the meaning of Chinese brand names in Thai food products in China.
Methods: The data were collected from the brand names of four types of Thai food products—rice, snacks, pastries, and dried fruits—which were sold on 3 websites in China, namely www.taobao.com, www.1688.com and www.tmall.com, from June to October 2022. The data were collected only from the brand names that appeared on the packaging, which includes Chinese brand names, Thai brand names, and English brand names. The analysis was divided into 2 topics: the study of language characteristics and the analysis of meanings.
Results: The results on language characteristics revealed that there are 7 forms of brand names appearing on the packaging, of which the bilingual form—Chinese brand name alongside English brand name—is the most common. The number of syllables used in Chinese brand names ranges from 2 to 9 syllables, with 3 syllables being the most popular. Six methods to form grammatical structure for Chinese brand names were found. The modifier-head method was the most popular, followed by the borrowed word transliteration method, subject-predicate method, parallel method, verb-object method, and new forming word method respectively. As for the meanings of Chinese brand names, 22 semantic groups were found. The analysis of semantic structure of Chinese brand names found that the compound semantic structure is the most common type, followed by single semantic structure.
Application of this study: The results of this study provide guidelines in the area of language characteristics and meanings for naming Chinese brands for Thai food products for Thai entrepreneurs, academics, and brand name developers. It is also hoped that the results of this study can be used as basic knowledge that can serve as a guideline for the study and the development of Chinese brand names for the academic and business circles related to Thai food products.
References
Boonpaisarnsatit, N. (2005). Semantic Analysis of Thai Products’ Brand Names. Independent Study, M.A. in English, Chiang Mai University, Thailand.
Boonpaisarnsatit, N., & Srioutai, J. (2012). Thailand’s Exported Food Product Brand Naming: A Focus on Semantics and Pragmatics. FEU Academic Review Journal, 6(1), 63-78.
Boonyanet, N. (2019). Brandname Strategy of 5-Star OTOP Products in Thailand. Journal of Communication Arts Review, 23(1), 245-259. (In Thai)
Bureau of Nutrition. (2017). Classification of Food, Snacks, Milk and Beverages According to Nutritional Standards for Children Aged 3-15 (revised edition). Retrieved 31 March 2023, from https://nutrition2.anamai.moph.go.th/th/book/201526. (In Thai)
Butrach, P. (2022). Color Concept in Chinese Art and Culture. Silpakorn University Journal of Fine Arts, 10(1), 180-212. (In Thai)
CASS Institute of Linguistics Dictionary. (2016). The Contemporary of Chinese Dictionary. 7th ed. Beijing: The Commercial Press. (In Chinese)
Chan, A., & Huang, Y. (1997). Brand Naming in China: A Linguistics Approach. Marketing Intelligence & Planning, 15(5), 227-234.
Chan, A., & Huang, Y. (2001). Chinese Brand Naming: A Linguistics Analysis of the Names of Ten Product Categories. Journal of Product & Brand Management, 10(2), 3-21.
Chivangkur, N. (2002). Brand Building Dynamic. Bangkok: Tipping Point Press. (In Thai)
Department of Agriculture Extension. (2020). Processing and Value Added of Fruits and Vegetables. Retrieved 31 March 2023, from https://mediatank.doae.go.th/medias/file_upload/07-2022/2-1738850811685209.pdf. (In Thai)
Ellwood, I. (2002). The Essential Brand Book. London: Kogan Page.
Fetscherin, M., Alon, L., Littrell, R., & Chan A. (2012). In China? Pick Your Brand Name Carefully. Harvard Business Review. Retrieved 1 May 2023, from https://www.researchgate.net/publication/234154071_In_China_Pick_Your_Brand_Name_Carefully.
Glico. (2023). Pocky. Retrieved 14 February 2023, from https://www.glico.com/th/product/pocky/. (In Thai)
Hillenbrand, P., Alcauter, S., Cervantes, J., & Barrios, F. (2013). Better Branding: Brand Names Can Influence Consumer Choice. Journal of Product & Brand Management, 22(4), 300-308.
Iamworamet, T. (2017). Chinese-Thai dictionary (New Edition). Bangkok: RUAMSARN (1977) Press. (In Thai)
Jongbanjob, V. (1991). The Study of Language Used in Naming Trade. Business. Master Thesis, Faculty of Liberal Arts, Thammasat University, Thailand. (In Thai)
Kotler, P., & Armstrong, G. (1996). Principles of Marketing. New Jersey: Prentice Hall Inc.
Kotler, P., & Armstrong, G. (1997). Marketing: An Introduction. New Jersey: Prentice-Hall International.
Li, F., & Shooshtari, N. H. (2003). Brand Naming in China: Sociolinguistic Implications. Multinational Business Review, 11(3), 3-21.
Mongkolsiri, S. (2004). Brand Management. Bangkok: Higher Press. (In Thai)
Phisetsakunwong, B. (2021). Meanings Reflecting Beliefs in Auspiciousness on Chinese-Named Shops in Kanchanaburi Province. Srinakharinwirot Research and Development (Journal of Humanities and Social Sciences), 13(25), 61–72. (In Thai)
Rice Department. (2023). Rice Knowledge Bank. Retrieved 31 March 2023, from http://www.ricethailand.go.th/rkb3/Varieties.htm. (In Thai)
Sareh, N. (2014). Naming of Stores in Changwat Pattani Yala and Narathiwat: Relationship Between Stores Names and The Ways of Life in The Commerce. Research Report, Thailand Science Research and Innovation, Thailand. (In Thai)
Snodin, N. S., Higgins, J., & Yoovathaworn, S. (2017). How Thai Businesses Utilize English in Their Product Names. Kasetsart Journal-Social Sciences, 38(2), 1-6.
Sodsongkrit, M. (2012). A Survey and Analysis of The Tradename in Chinese Thais Merchant Shop And Stores in Muang District, UbonRatchathani Province. Journal of Liberal Arts, Ubon Ratchathani University, 8(2), 59-89. (In Thai)
Sriyanalug, K. (2011). The Interpretation of the Chinese Auspicious Patterns. Chinese Studies Journal, 4(4), 22-43. (In Thai)
Tangteekarak, S. (2014). A Comparative Study of The Meanings of Shops’ Names Which Reflect Thai and Chinese People’s Beliefs in Auspiciousness. Institute of Culture and Arts Journal, Srinakharinwirot University, 15(2), 45-57. (In Thai)
Thammachoto, J. (2011). A Study of Brand Names and Information on Product Labels of Community Products in Songkhla. Research Report, Thaksin University, Thailand. (In Thai)
The Royal Institute. (2011). Dictionary of The Royal Institute. Bangkok: The Royal Institute. (In Thai)
The Secretariat of The House of Representatives. (2014). Development of Politics and Governance in A Democratic System. Bangkok: Office of the Secretariat of the House of Representatives Publisher. (In Thai)
Vorathumdusdee, D. (2018). Semiotics of Brand and Branding Process. Asia Social Issues, 11(2), 16–42. (In Thai)
Yothinsirikul, S. (2018a). Chinese Auspiciousness and Feng Shui Science Among Chinese-Thai People in Yaowarat Community. Silpakorn University Journal, 38(5), 119-143. (In Thai)
Yothinsirikul, S. (2018b). Chinese Names of Gold Shop Owned by Chinese-Thais in Bangkok. Journal of Language, Religion and Culture, 7(2), 202-230. (In Thai)
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Journal of Arts and Thai Studies
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
