LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 11 : 8 August 2011
ISSN 1930-2940

Managing Editor: M. S. Thirumalai, Ph.D.
Editors: B. Mallikarjun, Ph.D.
         Sam Mohanlal, Ph.D.
         B. A. Sharada, Ph.D.
         A. R. Fatihi, Ph.D.
         Lakhan Gusain, Ph.D.
         Jennifer Marie Bayer, Ph.D.
         S. M. Ravichandran, Ph.D.
         G. Baskaran, Ph.D.
         L. Ramamoorthy, Ph.D.

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Language Choice and Naming of Businesses as a Marketing Strategy: Focus on Malaysia and the Philippines

Francisco Perlas Dumanig, Ph.D. and
Maya Khemlani David, Ph.D.

Abstract

English has become a popular language for business specifically in countries like Malaysia and the Philippines. Such popularity shows that the economic value of English in Southeast Asia continues to rise as compared to the local languages. Consequently, the use of English as a marketing strategy and the naming of retail establishments has flourished and attracted both big and small businesses. This paper examines the names used and the reasons for using English as a marketing strategy and naming of businesses notwithstanding the fact that most customers do not have English as their first language. Thirty participants including the shop owners and consumers in Malaysia and the Philippines were interviewed. Prospective customers were asked if the use of English has affected the choice of the retail unit that they use. A qualitative approach was used in the data gathering and analysis.

Keywords: Marketing, naming business, Malaysian English, Philippine English.

1. Introduction

Language plays an important role in business naming and marketing. It serves as a tool to market the product or service to potential consumers. Business names provide information about the business or establishment and may eventually influence the consumers to purchase the products and services. Names of businesses give the consumers an idea about the products and services offered. In other words it can also be a marketing strategy in promoting the products and services offered. This means that business naming is a form of advertising.

Business naming requires a language to describe the business. Catchy and trendy names help to market a business. Appropriate choice of a language in naming a business may benefit the business in the long run. Some examples are the use of names that are easy to remember, and reflect the business’ objectives, and vision. Inappropriate choice of words may eventually adversely affect the marketability of a business.

Language cannot be separated from the names used to name businesses. In multilingual countries, business naming can be complex. Selecting the language to be used is important as potential consumers speak two or more languages. Some names in some languages may result in negative perceptions of the product or service being offered. It is important to choose a suitable language and name a business well because this could affect the success of the business. The name must be easy for customers to remember and must be able to attract the attention of consumers. In fact, some businesses become popular because of the names of the business.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ARTICLE IN PRINTER-FRIENDLY VERSION.

Francisco Perlas Dumanig, Ph.D.
Lecturer
University of Malaya
50603 Kuala Lumpur, Malaysia
fdumanig@yahoo.com

Maya Khemlani David, Ph.D.
Professor
Honorary Fellow Chartered Institute of Linguists
Head of Section for Co-Curricular Activities, Elective Courses by Other Faculties and TITAS (SKET)
Staff of Faculty of Languages and Linguistics
University of Malaya
50603 Kuala Lumpur, Malaysia
mayadaid@yahoo.com
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