Brand name and Brand image
between Linguistics and Marketing
Prof. Dr. Paola Cotticelli-Kurras
Dott.ssa Vania Vigolo
Dott. Alfredo Trovato
1. Conceptual Framework



Since the end of the ’70s, several studies have
analysed the effective role of language in the
creation of brand-names.
Current works suggest that these linguistic
features affect how consumers perceive and also
respond to various marketing stimuli (i.e.
advertising or brand names).
The creation of a good brand name may be
accomplished by several devices, concerning the
interaction between what the brand “means” as
well as what the brand “designates” (Robertson
1989: 66).
1.1. A study of Italian brand naming:
the linguistic analysis
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Cotticelli-Kurras (2007)
(Die Entwicklung der hybriden Wortschöpfungen bei den italienischen
Markennamen)
Cotticelli-Kurras 2009
(La struttura morfologica dei marchionimi italiani nel XX secolo [fino agli anni
‘80])
Cotticelli-Kurras forthcoming
(Assoziationen italienischer Markennamen im 20. Jahrhundert)
Ronneberger-Sibold 2009
(Die morphologische Struktur deutscher Markennamen: diachrone
Entwicklungen im Laufe des 20. Jahrhunderts)
Ronneberger-Sibold forthcoming
(Markennamen als (Zerr-)Spiegel gesellschaftlichen Wertewandels in der ersten
Hälfte des 20. Jahrhunderts)
Zilg (2006)
(Markennamen im italienischen Lebensmittelmarkt)
1.2. The method
The first phase of the work implies
the preliminary individuation of the linguistic dimensions
involved in the analysis of the data.

Our questions:
1. Which are the linguistic strategies employed in order to show
how Lush Italy “worked” to present his products?
2. What are the effects and from which linguistic levels does the
message reach the consumers?
1.3. The case-study
“10 ANNI INSIEME”
EDIZIONE SPECIALE
[Special edition 1999-2009]
1.3.1. The corpus
The Corpus:
 251 product names
– 168 Italian
names;
– 76 foreign names;
– 7 hybrid forms.
1.3.2. Categories of product names
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
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
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
Ballistiche
Spumanti
Coccole
Saponi
Gel Doccia
Burroni
Gelatine
Cazzilli
Massaggi
Brillantini
Balsami corpo
Creme corpo
Creme viso
Tonici







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

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
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Maschere Fresche
Balsami Labbra
Fumantine
Detergenti
Profumini
Shampoo solidi /liquidi
Balsami
Trattamenti
Styling
Polverine
Deodoranti
Regali
Pensierini
Cappelliere
2. Linguistic Analysis of the Corpus
4
Linguistic levels:
– Phonetic analysis;
– Morphological analysis;
– Lexical analysis;
– Semantic analysis.
2.1. Phonetic level
 Strawberry
fields
for ever
becomes
Strawberry feels for
ever
[Massage Bar ]
2.1.1. Phonetic Level

Viva Las Vegas
becomes
 Viva Lush
Vegas
[Gift Box]
2.1.2. Phonetic Level
The name of Nilla
Pizzi, a famous singer in
post-Second-World-War
Italy
is hidden
in the product name

Vanilla Pizzi
[Dusting Powder].
2.1.3. Phonetic Level

The title of Luciano Ligabue's
song
Bambolina e Barracuda
“Little doll and Barracuda”
becomes
Fragolina e Barracuda
“Strawberry and barracuda”
[Shower Gel].
2.1.4. Phonetic Level: To sum up

Strategies:
Simple substitution of one letter in the name, often
as a minimal pair, but with great associative value
to the reference world or common knowledge in
both Italian and foreign names.
2.2. Morphological level

Existing word forms:

Baciami [Lip Balm]
“Kiss me!”;
Mordimi [Lip Balm]
“Bite me!”;
Sfiorami [Lip Balm]
“Touch me!”;
Angioletto [Bath Bomb]
“Baby angel”;
Diavoletto [Bath Bomb]
“Baby devil”.




2.2.1. Morphological level

New forms:
M’assaggiami
[Massage Bar]
this is massaggiami, i.e. ‘massage me’,
but it is written m(a) assaggia-mi, i.e. ‘but taste me’.
Aromantica
and Aromantico [Deodorants]
are a variation from Italian aromatico, i.e. aromatic,
but they suggest a romantic note!
Belli
Capelli [Hair Treatment]
is a rhyme, but a wrong Italian form; correctly it should be bei capelli in the
attributive position of the adjective (note, predicative position: i capelli sono belli)
2.2.2. Morphological Level: To sum up

From a morphological point of view,
the strategies of naming show
the use of word plays,
which involve
existing words or sentences
to express
the desired effects and benefits
of the products.
2.3. Lexical level:
which languages are employed?
Employed
languages
Italian
Hybrid
English
Spanish
French
Other
Languages
2.3.1. Lexical level
Statistics of the employed languages
180
 251
160
140
120
100
80
60
40
20
0
Total
Spanish
4
Latin
3
Italian
168
English
58
hybride
7
others
9
french
2
Soaps
Balls
face
body
hairs
feet
–
–
–
–
–
–
–
product names:
168 Italian names,
7 mixed forms (hybrid),
58 English names,
4 Spanish names,
3 Latin names,
2 French names,
9 names from other
languages.
2.3.1.1. English names
Under the English 58 names we find:
 - Personal names:
– Candy Candy [Soap],
– Fred [Soap],
– Marilyn [Hair Treatment],
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
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- Names from movies, songs and
book titles:
– Stardust [Bath Bomb],
– Pretty Woman [Bubble Bar],
– Blade Runner [Shaving Cream],
Compounds
Sexxx Bomb [Bath Bomb],
Adjectival phrases:
- Green Day [Bubble Bath],
Prepositional phrases:
- Strawberry feels for ever [Massage
Bar],
2.3.1.2. Hybrid /mixed names

Only 7 names belong to this
category; most of them show a
consistent language mixture in
the structure of adjectival
phrases :
–
–
–
–
–
Fresh Farmacy [Cleanser],
Karma Kream [Body Cream],
Questione di Peeling [Scrubbing],
Toda la Noce [Massage Bar],
Vellutata Dream [Smoothie Shower
Soap],
– Vaporosa Candy [Dusting Powder],
– Macho Man [Gift Box].
2.3.1.3. Other Languages

- Nirvana [Face Cream],

- Mata Hari [Bubble Bar],

- Shangri La [Face Cream],

- Aisha [Face Mask],

- Gurugu [Body Cream],

- Geisha [Cleanser]
2.3.1.4. Spanish names

Cocoloco [Soap];
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Lolita [Massage Bar];
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Copacabana [Body Cream];
One sentence:
 Besame mucho
[Massage Bar]
2.3.1.5. French names
2 instances
a film title:
 Chocolat [Face Mask];

a geographical name:
Mont Blanc [Bath Melt].
2.3.1.6. Latin names
Supernova [Bath Bomb],
used as special terminology
for a type of star;
 Dulcis in Fundo [Body
Cream], a typical
formulaic phrase often
used in Italian to express
‘Finally…’;
 Imperialis [Body Cream],
for a ‘high-class’ product.

2.3.1.7. Lexical Level: To sum up
Lush-Italy employs several foreign languages
(English, French, Spanish) in the naming process,
aiming to express often exotic and exciting
aspects, especially from other countries,
 They create new names, different from those in
English,
 They often use often names of very well known
persons.

2.4. Semantic Level
Connotative
Meaning
Denotative
Meaning
Key
attributes
Name
Consumer
Product
Category
2.4.1. Transferring
product names across borders
Country of
Origin
Foreign
Country
Loss of
source
meaning
Acquisition
of
new meaning
2.4.2. Semantic Level
In the English Lush’s web-catalogue
the product name
You snap the whip
[Body Scrub]
is described as follows:
“is a term maybe more familiar to
a sadomasochist, so it fits with
the hard-core, pleasure/pain
The same product in the Italian line is
image”.
named Magia Nera “Black Magic”:
The sexual reference is completely lost
in the Italian context.
In this case, only the
“enchanting/magic” effect
of the scrubbing product has been
underlined.
2.4.3. Semantic Level
The English lemon soap
Bohemian,
in relation to
marginalized and impoverished
artists or musicians, who
“didn't afford a hot bath
very often”
corresponds to the Italian
product name
Conosci la Terra Dove i Limoni
Profumano?
“Knowest thou
the land where
the lemon trees bloom?”
(Goethe)

2.4.4. Names from everyday modern life: cinemas, songs,
senses
Italian Name
Singer (Year)
Product
Original English
Name
Ricominciamo
“Let’s start
again!”
A. Pappalardo
(1979)
[Massage Bar]
Heavanilli
(Heaven + Vanilla)
Splendido
Splendente
“Splendid
Shining”
D. Rettore
(1979)
[Massage Bar]
Shimmy Shimmy
(a class of modern
dance)
Ma che bontà! Ma
che bontà!
“What a taste!
What a taste!”
Mina (1977)
[Butter Cream]
Heavenly bodies
Buonanotte
Fiorellino
“Goodnight little
flower!”
F. De Gregori
(1975)
[Bubble Bar]
Amandopondo
(nonsense)
2.4.5. Movie titles in the naming process
Italian Name
Director (Year)
Product
Original
English Name
Paradiso all’Improvviso
“Paradise suddenly”
Pieraccioni (2003)
[Moisturis
er]
Paradise regained
Ti spezio in due
“I break you”
from Rocky IV
Stallone (1985)
[Massage
Bar]
Wicky Magic Muscle
La febbre del
Sabato sera
“Saturday night Fever”
Badham (1977)
[Body
Cream]
Something wicked
A qualcuno
piace caldo
“Some like it hot”
Wilder (1959)
[Soap]
Spice curls Soap
Atollo 13 < Apollo 13
“Apollo 13”
Howard (1995)
[Shower
Gel]
Rub Rub Rub!
Il Signore dei Granelli <
Il Signore degli Anelli
“The Lord of the Rings”
Jackson (2002)
[Soap]
Porridge Soap
Era glaciale
“Ice Age”
Cartoon Movie
Wilson (2002)
[Soap]
Ice Blue
2.4.6. “English” names of Italian products compared
English Names
in Italy
Product
Original Names
in England
Peach and Love
[Massage Bar]
Each Peach
I love me
[Massage Bar]
Soft Coeur
Shining
[Hair Conditioner]
Veganese
Fred
[Soap]
Demon in the Dark
Dorian Gray
[Liquid Shampoo]
Daddyo
Thank God it’s Friday
[Bath Bomb]
Avobath
Thank God it’s Big
[Bath Bomb]
AvoBigBath
2.4.7. Semantic Level: To sum up
The chosen names embody social and cultural
elements, which bring to mind some key
attributes encoded by the advertisers.
 The semantic referent of the product name
changes in relation to the cultural and behavioural
differences between countries.
 The names testify to the great degree of linguistic
work behind the Italian Lush names

3. Marketing approach:
What king of brand image does Lush
try to convey?
-
What is a brand?
-
What does brand image consist of?
-
Lush case study: communication
strategies for the creation of brand image
3.1 What is a brand?
“A name, term, design, symbol, or any
other feature that identifies one seller's
good or service as distinct from those of
other sellers.
The legal term for brand is trademark.
A brand may identify one item, a family of
items, or all items of that seller”
American Marketing Association
3.2 Brand image
“The perception of a brand in the minds of
persons. The brand image is a mirror
reflection … of the brand personality or
product being. It is what people believe
about a brand, their thoughts, feelings,
expectations”.
American Marketing Association
Keller, 1993;
Aaker, 1992
BRAND IMAGE
BRAND ASSOCIATIONS
Brand name
Country of origin
Communication
3.3 A wider definition of brand
“A brand is
a customer experience
represented by
a collection of images and ideas”
American Marketing Association
3.4 CASE STUDY: LUSH
A MANAGERIAL APPROACH
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Founded in Poole (UK) in 1995
Beauty concept
Natural and environmental principles  “beauty delis”
hand-made, natural and fresh products
No testing on animals
International dimension (510 stores worlwide)
Products have names that are likely to make you smile
3.4.1. The corporate mission and values
3.4.2 Lush communication

NOT ONLY ADVERTISING!

WEB SITE

CATALOGUE

POINT OF PURCHASE
3.4.3. Lush Times: the catalogue

Suggestions on how to use the
products and when 
EXPERIENCE DIMENSION
e.g. “Do you ever overdo it a bit and
don’t really want to get up in the
morning? Then keep these in stock”
(Emotionbmbs)
3.4.4. On the label

INGREDIENTS (what fresh organic fruits
and vegetables and essential oils go into
each product)

WHO MADE IT!
Crafstmanship approach
3.5 Lush: the point of purchase
Wandering around Lush….
“HEDONIC
CONSUMPTION”
is a “kid-in-a-candy-store”
feeling
3.5.1 The point
of purchase
concept
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

“cosmetic grocery”, “food retailer”
soap is carved up on butchers’blocks,
priced by weight, wrapped in
greaseproof paper and sold with “best
before” dates;
market-type display of soaps in
chunks of different sizes, like a
vegetable market, and you can slice
off the amount you want
3.5.2. To package or not to
package?

No packaging
“we prefer to spend our money on
the ingredients”
SENSORY STIMULI
3.6 Lush brand image:
associations aroused by
 SENSORY DIMENSION:
smell, sight, but also hearing and touch, references to taste)
 “HEDONIC CONSUMPTION” DIMENSION (Holbrook,
Hirschman, 1982)
 EXPERIENTIAL DIMENSION, both within and outside the
shop (Pine, Gilmore, 1999; Schmitt, 1999)
 AMUSEMENT DIMENSION (“brand names should make you
smile”  the 6th sense: the sense of humour)
3.7 Marketing considerations on the
purchasing process

Price is higher than for other brands in the
same product category

Impulse purchase (unplanned or
spontaneous) and gifts

Sensory dimensions is lost in the
website/catalogue selling
4. Conclusions
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Lush Italy worked hard to create the Italian product names
Italian is the most-employed language;
Language strategies are very simple but successful;
Phonetic effects and morphological structures play with specific
associations and suggest other concepts;
The associations stimulated by the brand names come from everyday
life, especially from cinema, songs, common knowledge
The phonetic level suggests a sensory experience
The semantic level conveys visual associations (images from films,
songs etc.)  dreamworld dimension
4. Conclusions

For brand name characteristics and communication strategies,
Lush could be defined as an
OXYMORONIC COMPANY
Ethical issues vs. sensory dimension
Hand-made, craftsmanlike products vs.
internationalization strategies


Thank you very much
for your kind
attention!
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