Program

Thursday 11 June

Location: Bethaniënklooster

Opening ceremony with two keynote lectures

16.45-17.15 Registration and welcome

17.15-17.30 Opening speech by Hans Bennis, director of the Meertens Institute

17.30-19.00 Keynote lectures

  • A Sociolinguistic Inquiry into Chinese Brand Naming Behaviors: Moral Dilemmas, Constraining Hieroglyphs and Economic Aspirations - Fengru Li (University of Montana)
  • Brand Name Selection: Where Theory and Practice Diverge - Rik Riezebos (European Institute for Brand Management)

19.00-20.00 Reception

Friday 12 June

Location: Meertens Instituut

9.00-9.30 Opening lecture by Ludger Kremer, chair of the international scientific committee

9.30-10.30 Plenary session: "Linguistic features of brand equity I"

  • Names as valuable resources in the musical markets - Paula Sjoblöm, Ilari Hongisto
  • How similar are Castora and Valora? Linguistic similarity of brand names as an obstacle to their registration - Elke Ronneberger-Siebold

10.30-11.00 Coffee break

11.00-12.30 Plenary session: "Linguistic features of brand equity II"

  • Brand name and Brand image, between Linguistics and Marketing - Paola Cotticelli, Vania Vigolo and Alfredo Trovato
  • Repercussion of Vocal Expressiveness of Trademarks - Andreas Teutsch
  • The universal character of nominative principles in commercial ergonymy - Ekatarina Trifonova

12.30-13.30 Lunch

13.30-15.00 Plenary session: "Power and legitimacy: names as symbolic capital"

  • Rooibos: the rise and fall of a name - Adrian Koopman
  • Shifting economic power and a shifting onomastic landscape in post-1994 South Africa - Bertie Neethling
  • Rebranding in Russian Ergonymy as the matter of Sociolinguistics - Irina Kryukova

15.00-15.30 Tea break

15.30-17.00 Plenary session: "Brand names in a globalizing economy"

  • Filet de poisson vs. Filet-O-Fish: Different branding strategies of fast food restaurants in francophone and other Romance countries - Holger Wochele and Erhard Lick
  • English Words in International Brand Names: Proceed with Caution - Andrew Wong and Will Leben
  • Cultural and regional connotations of company names in local contexts - Angelika Bergien

Saturday 13 June

Location: Meertens Instituut

9.00-9.30 Opening lecture by Harm Nijboer, chair of the local scientific committee

9.30-10.30 Plenary session: "Gender, names and branding"

  • From Backmans Blommor to Hairstyle by Lena - the use of personal names in the names of small enterprises in Sweden - Katharina Leibring
  • A gender-based study of product names for luxury articles in a globalised setting - Antonia Montes

10.30-11.00 Coffee break

11.00-12.30 Plenary session: "Names in economic discourse"

  • Brand names and technological innovations analysed in terms of lexical vacuum - Marcienne Martin
  • Thoughts on the Nominations of Business Leaders in the Print Media Discourse. A critical Discourse Analysis - Julia Kuhn
  • How are company names used in the Spanish economic press? - An Vande Casteele

12.30-13.30 Lunch break

13.15-14.00 Poster session

  • Horse names as language and capital - Marja Kalske
  • Names of European Long-distance Trains: an Overview (1920-1990) - Christian Weijers
  • Precedent names in multicultural communication - Vrublevskaya Oxana
  • Significant names of nomad civilization in modern life of Mongolian peoples - Ekatarina Sundueva
  • Polish dairy firms and their products - Barbara Czopek-Kopciuch

14.00-15.30 Plenary session: "Meaning, memories and product names"

  • The remains of the name - how existing brand names are used in the formation of new names - Antje Zilg
  • The currency of company and brand names in the confectionery industry - Stephanie Hughes
  • Heritage war in brand-sphere. Soviet trade marks today - Sergey Goryaev

15.30-15.45 Concluding words by Doreen Gerritzen, head of the onomastics department at the Meertens Instituut

15.45-16.30 Drinks and informal discussion

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