Abstract
Corporate name is the cornerstone of corporate identity, and is one of the key elements of corporate brand. This article analyzes the linguistic and market communication features of the names of foreign companies invested by Fortune 500. Our analysis shows that the naming of foreign companies invested by Fortune 500 does not follow closely the conventional Chinese phonetic, semantic principles, which has an impact on the effective communication in Chinese market of the corporation name to some degree. Their use of alphabetic abbreviations has improved the communicative effectiveness. Additionally, the unifying strategy of company names, brand names, subsidiary names, and parent company names is a striking feature the naming for the Fortune 500 companies in China. The naming strategy showcases the credibility of the subordinated companies in relation to the world-known brands and companies, which reflects a clear market orientation.
| Keywords: | corporate brand; naming; deviation; communication |
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