EFFECTS OF PROPRIETARY EPONYMS IN LANGUAGE DEVELOPMENT AND CONSUMER CULTURE IN BRAND LINGUISTICS

A linguistic change that manages to cross corporate borders into everyday use is the use of brand names as generic terms. As per this phenomena’s effects on consumer behaviour, linguistic development, cultural integration, emotional resonance and legal issues, this study explores the implications. The study uses qualitative research methods such as surveys, interviews and linguistic record analysis to point to the complexity of such a relationship of language and culture and branding. Brand names stand out among abstracts that people accustom to, they become cultural icons in an economic cost of language. The study also discusses the role of the brand names in the customer behaviour and legal issues with regard to the trademark dilution. By investigating these aspects this study makes a partial contribution to the current understanding of the highly intertwined relation of language and branding, as well as signalling the great relevance of language development for social dynamics.