Social Motivations of Brand Naming from Adaptation Theory

Abstract

Brand research is in full swing in the commodity area. Up to now the researches concerning the study of brand covers widely from brand naming to brand translation. However, research on the social motivations of brand naming in terms of adaptation theory is rare. Based on this theory, this paper aims to explore the influence of social motivations on brand naming for the purpose of having a good guidance of brand naming, making the brand more attractive and promoting the successful sales of commodities in the severe competition. Key words: adaptation theory; brand naming; social motivations; communicative context