LANGUAGE AND BRAND RECOGNITION: AN INVESTIGATION INTO BRAND NAMING PRACTICES IN VIETNAM

Authors

  • Thao Thi Minh Le

    Department for Scientific Research and External Relations, Hanoi Open University, Hanoi 100000, Vietnam
  • Hung Quang Nguyen

    Faculty of Chinese Language and Culture, VNU University of Languages and International Studies, Vietnam National University, Hanoi 100000, Vietnam

DOI:

https://doi.org/10.30564/fls.v7i6.9565

Abstract

The relationship between linguistic characteristics and brand identification in the Vietnamese consumer market is investigated in this study. We conducted a survey of 89 Vietnamese consumers (M_age = 34.7, SD = 12.3) and examined 255 brand names (160 domestic, 95 international) using a mixed-methods approach. Four major language elements that impact brand identity were found through factor analysis: sound symbolism (21.4%), semantic/cultural meaning (18.3%), uniqueness (15.6%), and brevity and pronunciation ease (27.8% variation). The results indicated that two to three syllable names (74.1% of the sample) were more memorable (M = 4.12, SD = 0.78) than longer names (M = 3.45, SD = 0.92, p < 0.01). Names of Vietnamese origin generated more trust (M = 4.47, SD = 0.75) than foreign names (M = 3.58, SD = 1.12, p < 0.001). Semantic/cultural factors were found to have the most influence on purchase intent in the multiple regression analysis (β = 0.52, p < 0.001, R² = 0.64). The best cultural fit (M = 4.32, SD = 0.82) and purchase intent (M = 4.25, SD = 0.84) were demonstrated by hybrid tactics for multinational companies that included Vietnamese characteristics with original names. Our research identifies the effects of interaction between linguistic and cultural components in brand identity and applies the notion of sound symbolism to tonal isolating languages. In addition to offering particular guidelines for successful brand name formation in line with Vietnamese language and cultural traits, this study gives an empirical framework for optimizing brand naming strategies in multilingual markets.

Keywords:

Linguistic Marketing; Factor Analysis; Consumer Behavior; Mixed Techniques; Vietnamese Phonology; Branding; Sound Symbolism; Brand Identity

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How to Cite

Le, T. T. M., & Nguyen, H. Q. (2025). LANGUAGE AND BRAND RECOGNITION: AN INVESTIGATION INTO BRAND NAMING PRACTICES IN VIETNAM . Forum for Linguistic Studies, 7(6), 437–451. https://doi.org/10.30564/fls.v7i6.9565

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Vol. 7 , Iss. 6 (June 2025): In progress

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Article

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Copyright © 2025 Thao Thi Minh Le, Hung Quang Nguyen

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This is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.