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Affiliation(s)

Shandong Women’s University, Jinan, China

ABSTRACT

The shop name is the soul of a shop, being the identification of its products or service. Shop name, as a source of sustainable competitive advantage, plays an important role in the formulation of business strategies. Through generalizing a comprehensive overview of shop-naming features and methods with abundant typical examples both in Chinese and English shop names, this study aims to examine the naming strategies of well-known shops from the perspectives of language, culture, and psychology, with the final purpose of generating the most desirable naming strategies and providing useful recommendations for both consumers and businessmen.

KEYWORDS

shop name, brand name, shop brand, naming strategies

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