نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
This study investigates, in a comparative perspective, the interaction between brand names and logos of Iranian automakers and those of some renowned European and American counterparts by employing the Decision-Tree Model proposed by Lancaster, Machado, and Costa (2023). The corpus of the present study consists of the brand names and logos of eight selected American and European automakers and eight selected Iranian automakers, chosen through cluster random sampling. The findings indicate that, from the perspective of brand names, the two groups of automakers exhibit relatively similar behavior, since both tend to use figurative brand names more than abstract brand names. This shared tendency can be attributed to factors such as the nature of the product, namely the automobile; the greater cognitive retention of figurative names in memory; and the lower risk associated with figurative names in interlingual and intercultural communication. From the perspective of logo type, however, the two groups differ. The selected American and European automakers make greater use of letter-based logos, which tend toward abstraction, than of image-based logos, whereas Iranian automakers do the opposite. This difference can be explained by two factors: the historical background and global consolidation of the automaker’s position, and the traditional-versus-modern artistic approach to logo design. As for the interaction between brand name and logo, the two groups likewise adopt different approaches. The interaction between the brand name and logo of the selected American and European automakers tends more toward semantic repetition, thereby strengthening recall and association responses in the one’s mind; in contrast, the interaction between the brand name and logo of Iranian automakers tends more toward semantic dispersion, thereby strengthening recognition responses. This difference in approach can also be explained by factors such as historical background, symbolic capital, identity stability, and the integrated design of the name and logo.
کلیدواژهها English
