Linguistic Features of Brand Naming in Contemporary Kazakhstani Brand Culture
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Keywords:
nominative function, linguistic-cultural identity, pragmatonym, Kazakhstani brands, lexical-semantic analysis, cultural markedness, phono-semantics.Abstract
In the context of the dynamic growth of creative industries and the expanding consumer market in Kazakhstan, brand naming emerges as a pivotal instrument for linguistic-cultural identification, pragmatic positioning, and symbolic representation. The article addresses the problem of linguistic mechanisms in the formation of brand names within contemporary Kazakhstani brand culture, and examines how the nominative function is implemented through naming strategies. Within the onomasiological paradigm, the nominative function is conceptualized as a fundamental mechanism of secondary linguistic nomination, aimed at establishing a stable link between the signifier and the denotatum, enriched by cognitive, axiological, and cultural components. This function ensures brand recognition, verbalizes conceptual content, symbolically encodes the product, and provides interpretive cues within the collective consciousness.
An analysis of Kazakhstani brands across various sectors – including apparel, food, cosmetics, finance, and technology – reveals diverse strategies for implementing the nominative function. These range from phono-semantic transparency and ethnocultural markedness to phono-semantic expressiveness and visual-graphic distinctiveness. Specific examples illustrate how brand names activate meteorological metaphors to connote freshness and naturalness; employ traditional names associated with femininity and beauty in Kazakh culture; combine toponyms with universal English lexemes to realize a glocal synthesis model; integrate adjectives and terms denoting well-being to represent transparency and reliability in the financial sector; utilize lexemes with high emotional resonance to merge emotional-pragmatic and metaphorical strategies; draw upon words linked to Eastern aesthetics, softness, and visual symmetry to create an effect of gentleness and sensuality; and base themselves on concepts of spiritual reward in Islam to convey ethical orientations and establish a stable value association.
Consequently, the nominative function within Kazakhstani brand naming is actualized through a variety of linguistic mechanisms: lexical-semantic, culturally marked, toponymic, religious-value-based, phono-semantic, motivational, and emotional-symbolic. A brand name thus functions not as a neutral label but as a multifaceted cognitive structure that conveys cultural, ethical, and pragmatic meanings through linguistic form.
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