GERMAN-LANGUAGE BRANDS: LINGUISTIC ASPECT

Abstract

The article studies linguistic features of brand names in German-speaking countries. The author investigates linguistic features of names of German-language brands through a comprehensive study of their morphological and lexical-semantic properties. Features of the compositional structure of German-language brand names are described and attention is focused on the relationship between verbal and non-verbal components. The main components of creating a brand name and the sources of formation of the names of German-language brands are identified. The author comes to the conclusion that each brand is a unique phenomenon, and its language is a specific system of signs that identifies this brand, distinguishing it from others. Brand names can be formed in morphological, lexical-semantic, phonetic, and sometimes specific ways. Among the morphological ways of forming trademark names, affixation, abbreviation, telescopic, truncation, word composition, and less often deformation predominate.