Trademarks in the linguistic landscape: methodological and theoretical challenges in qualifying brand names in the public space

Abstract

In the last few decades, investigations into the linguistic landscape (LL) have sought to analyse written language practices as they are observable in public space. Whilst the LL analysis of language choice in given contexts has opened a host of possibilities for scientific enquiry in the field, the methodologies employed in the collection and categorisation of written signs is still controversial. This paper addresses a specific aspect of the question by discussing brand names in the urban space and seeking to identify a framework for a linguistic classification of brand names. The authors indicate a way forward for future research that draws upon work undertaken in disciplines such as marketing and social psychology, emphasising that brand names should not be excluded from the analysis of the LL as this would amount to denying the linguistic impact of trademarks on individuals and groups in our globalised world.