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