Functional Values and Characteristics of Food Brand Name Based on the Relation between Language and Culture

摘要

For commodities, labeling is a mark enabling food producers or manufacturers to differ their goods from others in a same classification. As a kind of labeling, food brand is various in form and its name is the focus of this study. With market economic system, Chinese food industry is facing much severer market competitions, so studying on languages of food brand name has significant guidance to the sustainable development of food brand. This study investigates characteristics of food brand name whose functional values are analyzed and discussed in the view of culture, leading to the indication of main problems and naming principles of food brand name.