An Investigation of brand names as product names in the South African context

Abstract

This research paper studies the relationship between brand names and how people use them interchangeably with product names in South Africa. . The first types of generic branding can be dated back to 500BC in India, different forms of branding were used by glassmakers in Rome in the form of watermarks, blind stamps, hallmarks and silver maker marks in Italy. Brands have evidently existed for many centuries yet they became popular in mass-marketing during the 19th century through industrialisation. To discover the role of popular brand names representing products this paper analyses available information about branding and the meaning of brands, generic brands and proprietary brands around the world. Once the information has been collected and analysed the information will be narrowed down to the South African context. Through a mixed methodology approach, using both quantitative and qualitative research, this paper will explore how brands influence society and become part of vernacular languages. Brand names have become the window to product names, meaning we see products through branded packages. Brands have become very powerful to modern day society. They are the first things that people see and interact with on a daily basis. From bedding to body cleansing and moisturising products, clothing, cars, household products, food, shoes, mobile phones and much more. Through this process brands largely represent what people value and how they express themselves. It is evident in most readings that companies do not measure their success according to the generic use of their brands for other products. However understanding why people use brands interchangeably with products reveals a positive aspect of globalisation. Research shows that popular brands transcend borders and cultures no matter their origin. When brands start to become popular in other countries people use them as proprietary eponyms and they also use them when speaking their vernacular languages. Popular brands have intricately woven themselves into South African vernacular languages because they are easier to use when referring to various products that do not have a name in particular vernacular languages. Thus brands are support globalisation.