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Chae, Wan. 2004. A Study on Brand Naming of Apartments. Korean Semantics, 14. This study investigates the formation of brand names of apartments from a morphological perspective. An apartment has its own brand as other goods. Names of apartments are composed of company, region, brand and category names. Various formation methods are used in brand naming of apartments. Words forming brand names of apartments originate from diverse languages, such as Korean, Sino-Korean, English, French, German, Spanish and Latin. Many brand names are composed of English words, which take more than 80% of brand names. Some Korean or Sino-Korean brand names have English homonyms, such as 드림(Charm Dream), 美羅住(Mirage) and so forth. It is generally believed that brand names should be morphologically simple and easy to pronounce. As Korean is an agglutinative language. verbs and adjectives have to be attatched with endings to make new compound words. As a result, the brand names composed of verbs or adjectives tend to be long and complicated. To avoid this, the namists use nouns in most brand naming. However, it is hard to make diverse brand names only with Korean nouns. That's why the namists prefer foreign-originated words, compounds with a structure of modifier-noun, and phrasal names in brand naming.

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