Svetimžodžio „brendas“ reikšmės, vediniai, atitikmenys

161Terminologija | 2016 | 23 Foreign word brandy meanings, derivatives, equivalents RASUOLĖ VLADARSKIENĖ Vilnius Gediminas Technical University KEY WORDS: foreign words, meaning of words, trademark, trademark Some foreign words that have come into Lithuanian language are recognized only occasionally in usage. Other words are international dictionaries and spread with international words established in replaced with Lithuanian equivalents or national words, entered into Lithuanian language. This constantly occurring phenomenon in the Lithuanian language is regulated legally: the Government of the Republic of Lithuania, by Decision No. 1340 of 6 November 2000, approved the Procedure for Replacement of Foreign Words with Lithuanian Correspondents, and the State Lithuanian Language Commission (hereinafter referred to as the VLKK) by Protocol Decision No. PNa4 established the principles for providing Recommendations on the use of foreign words. These documents aim to encourage Lithuanian language users to create their own words to name new phenomena of life, to disseminate as widely and quickly as possible information about the available equivalents of foreign words or their substitutes created by language users, to show how correctly to spell and pronounce those words that, according to current usage tendencies, should be considered new borrowings. Looking at the list of new foreign words published on the VLKK website, it can be seen that almost all the words or their combinations can be considered as terms of certain fields, e.g.: computer science (blog, podcast, weblink), music (regtaimas, repas, revas), art (informal art, non-commercial cinema, hepeningas), culinary (čabata, kruopainiai, perfolduota pizza). The requirements for terms (Gaivenis 2002: 33–50) basically coincide with the criteria that determine the establishment of foreign word equivalents in the language: meaning correspondence, brevity, ease of use. Lately, marketers and creative workers often use the foreign word brand in their professional language (as well as a lot of its 162 Rasuolė Vladarskienė | Foreign word brends meanings, derivatives, equivalents of derivatives and related words and their derivatives), but this word is neither in the international dictionaries of words, nor in the DLKŽ. Therefore, the question arises about its suitability for the Lithuanian language, which is what this article aims to clarify. The aim of the article is to analyze the foreign word1 brendas usage in Lithuanian language, to clarify its meanings, derivatives and possible Lithuanian equivalents. ENGLISH WORD BRAND AND FOREIGN WORD BRAND MEANS The word “brand” (spelling variant brandas) came into Lithuanian language from English. ALKŽ 2000 provides the following equivalents of this word in Lithuanian: 1 fabriko ženklas / etiketė. 2 (goods, products) category, type. 3 distinctiveness, peculiarity, difference. 4 tanned mark, mark, stamp (to recognize). The 5th Sin. 6 poet. torches, torches. 7 Poets. sword. As mentioned, this word has not entered into Lithuanian dictionaries, but brand is widely used in professional language: “The essential expression of the state brand is the flag – the colors of the state – and the coat of arms” (Lašienė 2006); “How the UK financial services institution Abbey recently tried to rebrand is a great example of how not to do so” (Seoomarketing.lt); “Brands carry money – they are tangible assets with real market value” (Froggo); “US companies lead the list of 100 world brands” (Accounting services); “People create their own personal image through the use of certain brands” (Effective Design). By the way, this foreign word is not present in the larger European and Lithuanian neighbouring languages, cf. IATE provides brand equivalents in other languages in the fields of marketing and intellectual property: en. trademark, trademark, trademark, trade name; pranc. brand, trademark, isp. brand, trademark; it. trademark, trademark, trade name; lat. brand; left. the trade mark; branding equivalent: vok. brand development; pranc. brand strategy, brand development; isp. brand development; it. corporate branding. It can be seen that the international word of German origin mark and its compounds or derivatives predominate. The 2013 DTG provides four meanings of this word: 1 a manufacturer’s trademark on a product or its packaging; 2 a specific type of product from one manufacturer; The article was prepared during the implementation of the research project “Study of the functioning of foreign words in the professional language” funded by the State Lithuanian Language Commission under the Programme of Research on the Functioning and Change of Lithuanian Common Language, Dialects and Other Language Variants 2011–2020. 163Terminology | 2016 | 23 an indicator of the composition, characteristics, technology, purpose or the like of certain products, e.g. steel grade; 4 figurative meaning (good) kind, quality. Latvian and Polish use their own words for a mark, and only Italian uses the foreign word branding. It has already been mentioned that neither in the explanatory dictionaries of the Lithuanian language nor in the dictionaries of international words there is a word brandas, which makes it possible to assume that this foreign word is not suitable for the current common Lithuanian language. However, the definition of this foreign word can be found in Internet sources: in the LKND it is described as a distinctive mark of a good or service (name, design, symbol, etc.) and its reflection in the consumer’s consciousness, and it is also indicated that this word is used in business and other fields. The NSDB provides a narrower definition: "a trademark or logo of a company and associated associations". JZ has two foreign meanings: “1 type of product, trademark; 2 label, emblem, mark of a fashionable brand or some popular thing.” In June 2004, during the discussion of the “Language advice” section “Lexicon borrowings” in the VLKK Dictionary subcommittee, it was proposed to include new borrowings, among others brandas svet. ntk. = trademark, trademark image; branding world. ntk. = brand spread. However, in the 2005 edition of the book only the brandy was included, and in the 2013 edition it was not included, apparently because no suitable Lithuanian equivalents were found. In accordance with the recommendations of the VLKK, the LKND notes for consumers indicate that instead of borrowed brand, the word combination trademark or new trademark is sometimes suggested, but this does not cover the full meaning of the brand. It is believed that the equivalent trademark would be more appropriate, but it is not yet widespread. The negative evaluation of the foreign word by the VLKK caused the indignation of marketers, they began to interpret the meaning of the brand in order to show that the proposed Lithuanian equivalent trademark is not suitable. The most important difference between trademark and brand is that the trademark is the inscription, logo or similar that marks the product, and the brand is the opinion of buyers about the product. Exclusivity and awareness turn a brand, ordinary name, surname into a brand (Šimonis 2013). In the opinion of Neringa Lašienė (2006), a brand is the consumer’s opinion, feeling and various associations about a certain market participant, and it can be 164 Rasuolė Vladarskienė | Foreign word brand meanings, derivatives, equivalents be product, service, organization, person, country, idea and so on. In a sense, we can say that a brand is an image. Similarly, brand is defined on the website Rebrand.lt: the “personality” of an organization, service or product that is created in people’s subconscious (Rebrand.lt). The brand is also described as the illusion created by advertising and marketing, as the sum of promises and the audience that consumes those promises (Effective Design). Thus, one of the meanings of the brand emerges from various reasonings, which is the associations of exclusivity about a certain market participant (goods, services, organizations, people, countries, ideas, etc.) that have arisen in the subconscious of consumers. Very often these associations about a certain brand are created, but not necessarily. This is called the LCMS-based marketplace. Usually such use is typical of journalism and professional language: “According to A. Zuokas, cultural activity is the Lithuanian brand, which distinguishes Lithuania among European countries” (DLKT); “... market barriers must be created (e.g. a patented product, a strong ‘brand’)” (DLCT); “In those days, before there was the insane boom of advertising, brands, logos, etc., nothing significant except the name of God could be said to each other and people mentioned it completely unnecessarily” (DLCT). Often the foreign word “brand” is used in a narrower sense, i.e. as a kind of distinctive sign, a mark: “Brand signs are white (main) and black (auxiliary), classic rectangular shape (PIIT)”; “You can start talking about graphic design if there is an idea, a graphic expression, a set of functionality. Especially if we want to have a state “brand” (DLKT); There is such a non-Lithuanian word "brand" (angl. "brand"). It should be understood as a label, emblem, mark of a fashionable brand or some popular thing” (Dykovienė 2016); “For example, branded handbags and wallets cost more compared to the same quality handbags and wallets that do not have a brand” (MargoSala.lt). AND RELATED WORDS The introduction of the foreign word „brandas“ in the Lithuanian language is evidenced by a large group of its derivatives (made with Lithuanian forms of construction), as well as related words (borrowed from other languages). Some of the brand's related words are listed in NSDB: hyperbrand – company brand; superbrand – a very good brand; branding – the implementation of a brand, 165Terminology | 2016 | 23 da; co-branding – combination of brands; the application of a collective trade mark. The definitions in this database are in need of clarification. Branding (brandingas) is the most common of the listed foreign words, usually used in journalism and professional language: “In Vilnius – an example of poor branding: dilettant calligraphy, dilettant logo, poor composition, no emotions, no fantasy, no harmony of elements” (Dizainologija.lt); “Branded products or services are transformed from a tool for identifying products or services into a tool for creating experiences,” says T. Groozdas, who has worked with foreign agencies in recent years” (15min.lt); “branding is the science and art of creating a brand that is attractive to the consumer” (Sem.lt); “The so-called “personal branding” is described by the information about the employee published about himself – personal blogs, participation in LinkedIn, communication in other social networks” (Karpavičiūtė 2012). It can be seen that this foreign word is used in a somewhat broader sense than that presented in the aforementioned database, the concept under consideration includes not only the implementation and dissemination of a trademark or a certain uniqueness, but also its creation in order to achieve a certain (usually financial) benefit: “The essence of branding is the creation of your product and your own necessary image” (Kostrovickas 2013); “Branded architecture can be defined as the creation of a distinctive personal artistic approach (Zaha Hadid, Frank O’Gehry, Daniel Libeskind) or, more narrowly, a style; it is often understood as a co-modification of architecture (surprise)’ (0hx.eu). Along with branding, the prepositional derivatives of this word, co-branding “common brand application” and rebranding “brand renewal”, came from the English language: “Co-Branding, or the use of a common brand – a term that has no equivalent in Lithuanian” (EventsMarketing.lt); “A strange example of co-branding, when GeneralFinancing (a division of Société Générale!) not only undermines its own communication message, but also undermines its partner Lietuvos paštas” (Dizainologija.lt 2011); “Rebranding is a marketing strategy in which a new name, logo, design, symbol appears with the aim of creating a new identity in the eyes and minds of consumers, investors, competitors” (Marketing Management); “<..> the main goal of the company’s rebranding, which is likely to take place soon, is to attract new investors, while maintaining the demand for its own services is identified as a more secondary matter” (Delfi.lt 2014). 166 Rasuolė Vladarskienė | Foreign word brendis meanings, derivatives, equivalents From the noun brendas, actively functioning in professional language and journalism, hybrids have begun to be made, Lithuanian suffixes are added to the borrowed root brendė and thus new words are formed (the creative productivity of the term is one of its requirements). In this way, this foreign word has more chances of establishing itself in the Lithuanian language. One of the derivatives of this foreign word used is the verb brendinti, whose adjective meaning is “to do what is said in the reference word” (DLKG 387), more precisely the meaning can be described as “to create a brand” or “to give brand characteristics” (Pakerys 2013): “Nicholas Ind stated in his presentation that we can only “brand” a city by taking into account its most important component: the local inhabitants” (Ignatavičius 2009); “Is Estonia really doing better in maturing its country?” (Jucaitis 2016); “The boundaries between advertising, marketing and public relations continue to blur, resulting in more and more mature content in various forms – from video or iconography to memes” (Forum one). Abstract maturation is also used from the aforementioned verb with the suffix –imas, meaning “creating exclusivity, presenting as a desirable brand” and “branding”: “Now – there is “employers’ maturation”, their presentation as a desirable brand” (Verslo.guru.lt); “... reviews studies focusing on urban maturation (urban branding)” (MBD); “Lithuanians do not fully understand one thing – today there is a gigantic, the greatest maturation of Lithuania of all time” (Ekspertai.eu). This hybrid is usually used in a similar sense as the foreign word branding. The adjective derivative brandinis, -ė is also used: „is considered exclusive, of very high quality“: „But Rimas Burokas became the brandy mark of Lithuanian vagrants in the big cities – Moscow, St. Petersburg“ (Delfi.lt 2015); “And diplomas from these private “branded” (i.e., top-level) universities, especially ~Cum Laude~ (equivalent to “with honours”), open a lot of doors in the USA or Asia” (Lėka, Sabaliauskaitė 2015); adjective abstract branding „exclusivity, desirability, having economic value“: „In this work, taking into account the products and communication processes of the authors examined, all selected authors are analyzed, stating that their names are trademarks, without comparing them with global trademarks, without determining economic value, longevity, in other words „branding“ (MBD). 167Terminologija | 2016 | 23 The derivatives of other brand related words are also spreading: rebranding “refreshing the brand”, rebranding “refreshing the brand, the marketing brand”: “Although a little late, but “Utenos Trikotažas” has taken serious work to rebrand its retail side” (DienosDuona.lt/); “Silent rebranding of Lithuanian Post” (Dizainologija.lt 2012); “We are not talking about aging, but about rebranding. We need to change our image" (MDB). Thus, in Lithuanian, the foreign word „brandas“ is used along with its derivatives: brandinti, brendinimas, brendinis, brendiškumas; as well as other foreign words from the same root: branding, hyperbrand, co-branding, rebranding, superbrand. THE FOREIGN WORD BRAND AND ITS RELATED WORDS LITHUANIAN Equivalents In the prestigious Lithuanian language, despite the already mentioned recommendations of the VLKK, the word berndo, its derivatives and related words are rarely used. Brand and its derivatives are not in the databases of Lithuanian or European Union (hereinafter – EU) legislation. Therefore, in the prestigious language, this foreign word is translated without it, so we will explain what equivalents it is replaced with. Sometimes the authors in their texts next to the Lithuanian term in parentheses themselves indicate what is the English equivalent of that term: “With the development of technologies, it is no longer enough for companies to invest in a memorable logo or slogan reflecting the company’s values. More and more companies in the world are investing more and more money in sound branding” (Karaliūnaitė 2012); „Brand management (branding) is becoming more and more complex in the cross-cultural environment and therefore requires constant attention of companies“ (Šalčiuvienė 2004); “A long-term and purposeful branding process is needed” (MDB). As can be seen, in Lithuanian texts the word brand and its derivatives are usually replaced by explanatory compounds. The LRTB as the equivalent of the English term brand indicates stamping “a certain sign (number or text) carved, burned on a hard surface or embossed in it” and “a tool for such marking” AGTTŽ 2006, and branding equivalent embossing “making of an imprint” AGTTŽ 2006, this is the primary meaning of the word brand, from which the semantics of a certain mark, mark has been transferred to the meanings under consideration. In addition, the LRTB can find the following Lithuanian equivalents of compound terms with the suffix brand: cemento markė 168 Rasuolė Vladarskienė | Foreign word brendis meanings, derivatives, equivalents ChTAŽ 2003, firminis ženklas (angl. brand name) „speciaas lus, oficialiai patvirtintas gamintojo ar firmos ženklas ant ar pritvirtinamas prie aprangos gaminio, nurodantis, kas tą gaminį pagamino, ppr. AATŽ 2014, trademark (angl. brand name, brand mark) – two meanings are indicated “a registered trademark of the manufacturer, an alphabetic or visual symbol on a product, a label or packaging attached to it with exclusive information about the manufacturer” and “a distinctive name and identity of a good or service that helps to distinguish it from other goods and services” EKŽ 2008, registered trademark (angl. registered brand name) “a trademark registered in accordance with the prescribed procedure” EKŽ 2008. It is also worth noting the variation of the expression of the latter equivalent in the usage: trademark and trademark. It should be noted that the trademark law of the Republic of Lithuania provides the term trademark, because the mark is granted not to one product, but to a group of products. With this in mind, the data of some dictionaries have been changed, for example, in the EKŽ 2008 published by LRTB there is trademark, registered trademark, but in the newer edition of the dictionary AKTŽ 2015 there are compound terms with the plural of the original: trademark, registered trademark. In the multilingual European Union terminology database IATE, the English term brand is not present, but there are compound terms, the focus of which is the word brand: brand name and its Lithuanian equivalents are indicated – trademark, product model name; private brand – the distributor’s trademark, own trademark; This database also provides the term branding equivalents brand creation, branding, as well as the compound term single branding – commitment to buy from one supplier. Given the decisive importance of the context, the equivalents of the term brand are used in EU institutional documents: brand, trademark, brand name: “To develop a European ‘Quality Tourism’ label based on national experience, in order to increase consumer confidence in tourism products and their safety and to reward professionals in the tourism sector for quality, client-satisfactory tourism services” (L); ‘Furthermore, this Directive shall not affect accepted advertising and marketing practices such as lawful product display, brand differentiation or promotion of consumers’ (L); “When developing an integrated common programme, it makes sense to avoid a plethora of names and take advantage of the brand 169Terminologija | 2016 | 23 the popularity and visibility of Erasmus” (L); The various brands and categories should therefore be recognisable electronically and, in the case of newly issued card-based payment instruments, visually on the device’ (EUR-Lex, 32015R0751); ‘All brands must be equally visible, therefore the graphic representation of the brand is presented in a smaller format than the main message of the Union campaign’ (EUR-Lex, 32014R1144). EU documents use several equivalents of the composite term brand name: name, trade name, trade mark, commercial name, registered trade name: ‘The brand name ‘Erasmus+’ shall be used for communication and dissemination purposes by public and private bodies operating in the sectors covered by the Programme’ (EUR-Lex, 32013R1288); ‘‘marking’ means any words, particulars, trademarks, trade names, images or symbols relating to a food and appearing on any packaging, document, leaflet, label, ring or band accompanying or referring to such food’ (EUR-Lex, 32012R1151); ‘No trade mark, brand name or fancy name may be substituted for the sales denomination of a spirit drink’ (EUR-Lex, 32008R0110); ‘Marketing assets consist of items such as brand names, mastheads, trademarks, logos and domain names’ (EUR-Lex, 32013R0549); ‘Payment service providers may use brand names in the fee information document and in the fee statement’ (EUR-Lex, 32014L0092). Although three-word terms are the most accurate, in texts, depending on the context, terms are often abbreviated. The problem of the suitability of the equivalent also arises from the fact that in dictionaries and databases the trade mark is referred to as the equivalent of the English term trade mark (see AKTŻ 2015; EKŻ 2008; IATE). There are various equivalents of the English term branding in Lithuanian translations of EU documents: branding: “Therefore, the UN NRB will ensure the visibility of the Union’s contribution through appropriate branding and publicity, emphasizing the role of the Union,