Svetimžodžio „brendas“ reikšmės, vediniai, atitikmenys

Meanings, derivatives, and equivalents of the loanword brendas RASUOLĖ VLADARSKIENĖ Vilnius Gediminas Technical University KEYWORDS: loanwords, word meanings, trademark, market brand Some words from foreign languages that enter Lithuanian are recognized as international words, included in dictionaries of international words, and become widespread in usage. Other words are replaced by Lithuanian equivalents or by international words already established in Lithuanian. This ongoing phenomenon in the Lithuanian language is regulated by law: by Resolution No. 1340 of 6 November 2000, the Government of the Republic of Lithuania approved the Procedure for Replacing Foreign Words with Lithuanian Equivalents, while the State Commission of the Lithuanian Language (hereinafter – VLKK), by Protocol Resolution No. PN-4 of 27 May 2010, established the principles for issuing recommendations on the use of foreign words. These documents aim to encourage Lithuanian speakers to create their own words to name new phenomena in life, to disseminate as widely and rapidly as possible information about existing equivalents for foreign words or substitutes created by language users, and to show how to spell and accent correctly those words which, according to current usage trends, are considered recent borrowings. A look at the list of equivalents for recent foreign words published on the VLKK website shows that almost all the words or phrases included in it can be considered terms in particular fields, for example: computing (blog, podcast, netball), music (ragtime, rap, rave), art (formless art, non-commercial cinema, happening), and cooking (ciabatta, groat cakes, folded pizza). The requirements for terms (Gaivenis 2002: 33–50) essentially coincide with the criteria that determine whether foreign-word equivalents become established in a language: semantic correspondence, brevity, and ease of derivation. Recently, marketers and creative professionals have often used the loanword brendas in their professional language (as well as many of its Terminologija | 2016 | 23 161 derivatives and related words and their derivatives), but this word is found neither in dictionaries of international words nor in the DLKŽ. This raises the question of its suitability for the Lithuanian language, which is precisely what this article seeks to establish. The aim of the article is, by examining the use of the loanword1 brendas in Lithuanian, to determine its meanings, derivatives, and possible Lithuanian equivalents. THE MEANINGS OF THE ENGLISH WORD BRAND AND THE LOANWORD BRENDAS The word brendas (spelling variant brandas) entered Lithuanian from English. ALKŽ 2000 gives the following Lithuanian equivalents for this word: 1 factory mark / label. 2 (of goods, products) category, type. 3 distinctiveness, peculiarity, difference. 4 a branded mark, brand, imprint (for identification). 5 cinder. 6 poetic: torch, firebrand. 7 poetic: sword. As noted, this word has not made its way into Lithuanian dictionaries, but brendas is widely used in professional language: “The flag—the state colors—and the coat of arms are the essential expression of a state’s b r e n d a s” (Lašienė 2006); “The way the British financial services institution ‘Abbey’ recently tried to renew its b r e n d ą is a perfect example of how not to do it” (Seo-marketing.lt); “B r e n d a i bring in money—they are tangible assets with real market value” (Froggo); “US companies lead the published list of the world’s top one hundred b r e n d ų” (Accounting Services); “By using certain b r e n d u s, people create their personal image” (Effective Design). Incidentally, this loanword is also absent from the major European languages and the languages of Lithuania’s neighbors. Compare the equivalents for brand in other languages, as given in IATE, in the fields of marketing and intellectual property: German Schutzmarke, Handelsmarke, Markenzeichen, Handelsbezeichnung; French marque, marque commerciale; Spanish marca, marca comercial; Italian marchi, marchio di fabbrico, denominazione commerciale; Latvian zimols; Polish znak towarowy; branding equivalents: German Markenentwicklung; French stratégie de marque, valorisation de la marque; Spanish desarrollo de marca; Italian corporate branding. It can be seen that the international word of German origin markė and its compounds and derivatives predominate. TTŽ 2013 gives four meanings of this word: 1 a manufacturer’s mark on a product or its packaging; 2 a particular type of product made by one manufacturer; 3 a standard defining the composi- 1 The article was prepared as part of the research project “Study of the Functioning of Loanwords in Professional Language,” funded by the State Commission of the Lithuanian Language under the 2011–2020 Programme for Research into the Functioning and Change of Standard Lithuanian, Dialects and Other Language Varieties. 162 Rasuolė Vladarskienė | Svetimžodžio brendas reikšmės, vediniai, atitikmenys tion, properties, technology, intended use, or similar characteristics of certain products, e.g. a grade of steel; 4 figurative meaning: (good) kind, quality. Latvian and Polish use words of their own languages meaning ‘mark’, and only Italian uses the loanword branding. As already mentioned, the word brendas is absent from both explanatory dictionaries of Lithuanian and dictionaries of international words, which suggests that this loanword is not recommended in contemporary standard Lithuanian. However, definitions of the loanword can be found in online sources: LKND describes it as a distinguishing mark of a product or service (name, design, symbol, etc.) and its reflection in the consumer’s mind, and also notes that the word is used in business and other fields. NSDB gives a narrower definition: “a product or company mark or logo and the associations connected with it.” JŽ distinguishes two meanings of the loanword: “1 a type of product, trademark; 2 the label, emblem, or mark of a fashionable brand or some popular thing.” In June 2004, when the VLKK Dictionary Subcommittee was considering the section “Lexical Loanwords” of “Language Advice,” it was proposed that new loanwords be included; among others, brand foreign. abbr. = trademark, brand image; branding foreign. abbr. = brand promotion. However, only branding made it into the 2005 edition of the aforementioned book, and it too was omitted from the 2013 edition, apparently because no suitable Lithuanian equivalents had been found. According to VLKK recommendations, the LKND user-notes section states that the phrase prekių ženklas or the neologism prekyženklis is sometimes proposed instead of the loanword brendas, but these do not encompass the full meaning of brendo. It is thought that the equivalent rinkoženklis would be more suitable, but it has not yet become widespread. LANGUAGE USERS’ OPINIONS ABOUT THE CONCEPT OF BRAND VLKK’s negative assessment of the loanword provoked the indignation of marketing professionals, who began explaining the meaning of brand in order to show that the proposed Lithuanian equivalent, trademark, is unsuitable. The most important difference between the meanings of trademark and brand is said to be that a trademark is an inscription, logo, or the like that labels a product, whereas a brand is consumers’ opinion of a product. Distinctiveness and recognition turn a trademark, an ordinary first or last name, into a brand (Šimonis 2013). In Neringa Lašienė’s (2006) view, a brand is a consumer’s opinion, feeling, and various associations concerning a particular market participant, which may be Terminologija | 2016 | 23 163 a product, service, organization, person, country, idea, and so on. In a sense, one can say that a brand is an image. Brand is similarly defined on the website Rebrand.lt: the “personality” of an organization, service, or product, created in people’s subconscious (Rebrand.lt). A brand is also described as an illusion created by advertising and marketing, as a sum of promises, and as the audience that consumes those promises (Efektyvus dizainas). Thus, various arguments bring one meaning of brand into focus: associations of distinctiveness arising in consumers’ subconscious concerning a particular market participant (a product, service, organization, person, country, idea, and so on). Very often, those associations concerning a particular trademark are created, but not necessarily. This meaning of brand could be called by the equivalent proposed by LKNĐ, rinkoženklis. Such usage is generally characteristic of journalism and professional language: “According to A. Zuokas, cultural vitality is Lithuania’s b r a n d, distinguishing Lithuania among European countries” (DLKT); “<...> market barriers must be created (for example, a patented product, a strong ‘b r a n d’) (DLKT); “In those days, before the insane advertising boom, b r a n d s, logos, and the like, people could say nothing significant to one another except the name of God, and mentioned it for no reason at all” (DLKT). The loanword brand is often used in a narrower sense as well, namely, as a distinctive mark or sign: “The b r a n d signs are white (primary) and black (auxiliary), in a classic rectangular shape (PIIT)”; “One can begin talking about graphic design if there is a unity of ideas, graphic expression, and functionality. All the more so if we want to have a state ‘b r a n d’ (DLKT); “There is a non-Lithuanian word ‘b r a n d’ (English ‘brand’). It should be understood as the label, emblem, or mark of a fashionable trademark or some popular thing” (Dykovienė 2016); “For example, handbags and wallets marked with a b r a n d cost more than handbags and wallets of the same quality that do not have a b r a n d” (MargoSala.lt). DERIVATIVES AND RELATED WORDS The establishment of the loanword brandas in Lithuanian is also evidenced by a sizeable group of its derivatives (formed with Lithuanian derivational formatives), as well as related words (borrowed from other languages). Several words related to brendo are listed in the NSDB: hiperbrandas – a company’s brand; superbrandas – a very good brand; brendingas – the introduction and dissemination of a trademark (brand); 164 Rasuolė Vladarskienė | Svetimžodžio brandas reikšmės, vediniai, atitikmenys da; kobrendingas – the combining of trademarks; use of a shared trademark. The definitions provided in this database need refinement. Of the loanwords listed, the most common is brendingas (branding), generally used in journalistic and professional language: “In Vilnius—a poor example of b r e n d i n g: dilettantish calligraphy, a dilettantish logo, poor composition, no emotion, no imagination, no harmony among the elements” (Dizainologija.lt); “B r e n d i n g has grown from a tool for identifying products or services into the creation of experiences,” says T. Groozdas, who has worked with foreign agencies for the past few years (15min.lt); “b r a n d i n g is the science and art of creating a trademark that appeals to consumers” (Sem.lt); “So-called ‘personal b r e n d i n g’ is characterized by information employees make public about themselves—personal blogs, participation on LinkedIn, and communication on other social networks” (Karpavičiūtė 2012). It is evident that this loanword is used in a somewhat broader sense than that given in the database mentioned above: the concept under discussion encompasses not only the introduction and dissemination of a trademark or some form of distinction, but also its creation, with the aim of achieving a particular (usually financial) benefit: “The essence of b r e n d i n g is creating the right image for your product and for yourself” (Kostrovickas 2013); “B r e n d i n g in 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 the commodification of architecture” (0–x.eu). Along with brendingu, prefixed derivatives of this word also came from English: kobrendingas, “the use of a shared trademark,” and rebrendingas, “the renewal of a trademark”: “‘C o–B r a n d i n g,’ or the use of a shared brand, is a term with no equivalent in Lithuanian” (EventsMarketing.lt); “A strange example of c o b r e n d i n g, where ‘GeneralFinancing’ (a subsidiary of ‘Société Générale’!) not only mangles its own communications message, but also drags its partner ‘Lietuvos paštas’ down with it” (Dizainologija.lt 2011); “R e b r a n d i n g is a marketing strategy involving a new name, logo, design, or symbol, with the aim of creating a new identity in the eyes and minds of consumers, investors, and competitors” (Marketingo valdymas); “<...> the main possible objective of the r e b r a n d i n g that may soon face the company is attracting new investors, while maintaining demand for its services is identified as a more secondary concern” (Delfi.lt 2014). Terminologija | 2016 | 23 165 Hybrid forms have begun to be derived from the noun brendas, which is actively used in professional and journalistic language: Lithuanian suffixes are added to the borrowed stem brend- to form new words (a term’s productivity in word formation is one of its requirements). This gives the loanword more opportunities to become established in Lithuanian. One derivative of this loanword in use is the causative verb brendinti, whose derivational meaning is “to do what is expressed by the base word” (DLKG 387); more precisely, its meaning can be described as “to create a brand” or “to give the qualities of a brand” (Pakerys 2013): “Nicholas Ind said in his presentation that we can ‘b r a n d’ a city only by taking into account its most important component: its residents” (Ignatavičius 2009); “Is Estonia really doing a better job of b r a n d i n g its country?” (Jucaitis 2016); “The boundaries between advertising, marketing, public relations and the like are continuing to blur, so ever more forms of ‘b r a n d e d’ content are emerging—from video and infographics to memes” (Forum one). Also in use is the abstract noun brendinimas, derived from the aforementioned verb with the suffix -imas, meaning “creating distinction, presenting as a desirable trademark” and “trademark creation”: “Now we are seeing ‘employer b r a n d i n g’: presenting employers as desirable brands” (Verslo.guru.lt); “ <....> the studies reviewed focus on city b r a n d i n g (the formation of a city brand)” (MBD); “Lithuanians do not fully understand one thing—today the biggest, most massive branding of Lithuania ever is under way” (Ekspertai.eu). This hybrid is generally used in a meaning similar to that of the loanword brendingas. An adjectival derivative is also used: brendinis, -ė, “considered distinctive, of very high quality”: “But Rimas Burokas became a ‘b r a n d e d’ symbol of Lithuanian wanderers in major cities—Moscow and St Petersburg” (Delfi.lt 2015); “And diplomas from these private ‘b r a n d e d’ (i.e. top-tier) universities, especially ~Cum Laude~ (equivalent to ‘with honours’), open many doors in the US or Asia” (Lėka, Sabaliauskaitė 2015); the adjectival abstract noun brendiškumas, “distinctiveness, desirability with economic value”: “Considering the products and communicative processes of the writers examined, this study analyses all the selected authors, concluding that their names are trademarks, without comparing them with global trademarks or determining their economic value, longevity—in other words, their ‘b r a n d e d n e s s’” (MBD). 166 Rasuolė Vladarskienė | Svetimžodžio brendas reikšmės, vediniai, atitikmenys Derivatives of other words related to brendas are also spreading: rebrendinti, “to rebrand,” rebrendinimas, “rebranding”: “Although somewhat late, ‘Utenos Trikotažas’ has undertaken serious work to rebrand its retail side” (DienosDuona.lt/); “A quiet rebranding of ‘Lithuanian Post’” (Dizainologija.lt 2012); “So we are not talking about branding but rebranding. We need to change our image” (MDB). Thus, alongside the foreign word brendas, Lithuanian also uses its derivatives: brendinti, brendinimas, brendinis, brendiškumas; as well as other foreign words of the same root: brendingas, hiperbrendas, kobrendingas, rebrendingas, superbrendas. LITHUANIAN EQUIVALENTS OF THE FOREIGN WORD BRENDAS AND RELATED WORDS In prestigious Lithuanian, in accordance with the VLKK recommendations mentioned above, brendas, its derivatives and related words are used sparingly. Neither Lithuanian nor European Union (hereinafter EU) legal-act databases contain brendas or its derivatives. Thus, prestigious language manages without this foreign word, and we will therefore examine which equivalents replace it. Sometimes authors themselves indicate in their texts, in parentheses alongside the Lithuanian term, what its English equivalent is: “As technology advances, it is no longer enough for companies to invest in a memorable logo or slogan that reflects the company’s values. More and more companies around the world are spending more and more money on the creation of a sound brand (English sound branding)” (Karaliūnaitė 2012); “Brand management (English branding) is becoming increasingly complex in a cross-cultural environment, and therefore requires companies’ constant attention” (Šalčiuvienė 2004); “A long-term and purposeful process of brand creation and development is needed (English branding)” (MDB). As can be seen, in Lithuanian texts brendas and its derivatives are generally replaced by explanatory phrases. In LRTB, the English term brand is given the equivalent įspaudas, “a certain mark (a number or text) stamped, branded, or impressed into a hard surface,” and “a tool for making such a mark” (AGTTŽ 2006); while branding is matched by įspaudavimas, “the making of an impression” (AGTTŽ 2006). This is the original meaning of the word brand, from which the seme of a particular sign or mark was transferred to the meanings under consideration. LRTB also lists Lithuanian equivalents for compound terms containing the element brand, such as cemento markė Terminologija | 2016 | 23 167 (English cement brand), “the strength rating of specimens made and cured in accordance with the standard” (ChTAŽ 2003); firminis ženklas (English brand name), “a special, officially approved mark of a manufacturer or company on a garment, or on a label or packaging attached to it, showing who made the garment; generally unrelated to the trademark” (AATŽ 2014); prekės ženklas (English brand name, brand mark) is assigned two meanings: “a registered mark of the manufacturing company, an alphabetic or pictorial symbol on a product, or on a label or packaging attached to it, with distinctive information about the manufacturer,” and “the distinctive name and identity of a product or service that help distinguish it from other products and services” (EKŽ 2008); registruotasis prekės ženklas (English registered brand name), “a trademark registered in accordance with the established procedure” (EKŽ 2008). Attention should also be drawn to variation in the usage of this latter equivalent: prekės ženklas and prekių ženklas. It should be noted that the Lithuanian Republic Law on Trademarks uses the term prekių ženklas, since a mark is assigned not to a single product but to a group of products. With this in mind, the entries in some dictionaries were amended. For example, the EKŽ 2008 edition published in LRTB has prekės ženklas, registruotasis prekės ženklas, whereas the newer dictionary edition AKTŽ 2015 gives compound terms using the plural genitive: prekių ženklas, registruotasis prekių ženklas. The multilingual European Union terminology database IATE does not contain the English term brand, but it does contain compound terms with the word brand: brand name, for which the Lithuanian equivalents prekės ženklas, gaminio modelio pavadinimas; private brand – platintojo prekių ženklas, nuosavas prekių ženklas are given. The database also provides equivalents for the term branding: prekės ženklo kūrimas, įdagavimas, as well as the compound term single branding – įsipareigojimas pirkti iš vieno tiekėjo. Given the decisive role of context, EU institutional documents use the following equivalents for the term brand: ženklas, prekių ženklas, firminė rūšis: “Drawing on national experience, create a European ‘Quality Tourism’ label to increase consumer confidence in tourism products and their safety, and to reward tourism-sector professionals for providing high-quality, customer-satisfying tourism services” (L); “Furthermore, this Directive does not affect accepted advertising and commercial practices such as the lawful placement of products in a shop window, differentiation of goods by b r a n d, or the promotion of consumers” (L); “When preparing an integrated overall programme, it makes sense to avoid an abundance of names and make use of the b r a n d n a m e 168 Rasuolė Vladarskienė | Svetimžodžio brandas reikšmės, vediniai, atitikmenys “Erasmus” popularity and recognition” (L); Therefore, various trademarks [“brand”] and categories should be identifiable electronically and, in the case of newly issued card-based payment instruments, visually on the device” (EUR-Lex, 32015R0751); “All trademarks” [“brand”] must be equally visible, so the graphic representation of the trademark is presented in a smaller format than the main information about the Union campaign” (EUR-Lex, 32014R1144). EU documents use several equivalents for the compound term brand name: name, product name, trademark name, trade name, registered trade name: “Public and private bodies operating in the sectors covered by the Programme use the name [“brand name”] “Erasmus+” for the purposes of information transmission and dissemination” (EUR-Lex, 32013R1288); “labelling means any words, particulars, trade marks, brand name, pictorial matter or symbol relating to a food and placed on any packaging, document, notice, label, ring or collar accompanying or referring to such food” (EUR-Lex, 32012R1151); “Neither a trade mark, nor a brand name, nor a fancy name may be used in place of the sales denomination of a spirit drink” [“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” [“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 statement of fees” [“brand names”] (EUR-Lex, 32014L0092). Although the most precise terms are three-word expressions, in texts the terms are often shortened depending on the context. The issue of suitability of equivalents also arises because in terminology dictionaries and databases trademark is given as an equivalent of the English term trade mark as well (cf. AKTŽ 2015; EKŽ 2008; IATE). Various equivalents of the English term branding are found in Lithuanian translations of EU documents: labelling: “Therefore, the UNDP will ensure the visibility of the Union’s contribution through appropriate labelling and publicity, highlighting the Union’s role in ensuring transparency in its actions and informing the public about the reasons for the adoption of this decision— Terminologija | 2016 | 23 169 and ensuring transparency in its actions and informing the public about the reasons for the adoption of this decision” (EUR-Lex, 32016D0051); branding: “Product packaging meets a number of needs in areas such as product protection (helping to prevent breakage, spillage and contamination), information for promotional purposes (product identification, branding, preparation, use, nutritional and safety information), and product handling (transport and display at the point of sale) <...>” (EUR-Lex, 52014IE0574); brand (image) creation: “Some importers, most of whom belong to a group of branded footwear manufacturers, claimed that the measures would damage the high added value of their manufacturing activities in the Community through their important activities in areas such as design, development, brand creation and sourcing”; “Here are some examples: the renewal or image-building of countries, regions and cities, and the development of information and communication technology (ICT) skills (e-skills) in the context of lifelong learning” (L); “The aim is also to take a broad approach to innovation—from technological, non-technological, organisational, economic and social innovation to, for example, technology-transfer methods, innovative business models, brand development and services” (EUR-Lex, 32013R1291); “This appropriation is intended to cover <...> costs relating to the creation and development, management, support, maintenance and hosting of the EIPP portal, as well as branding and communication costs” (EUR-Lex, 32016B0150); brand development: “<...> using all other non-theatrical platforms to promote the cross-border marketing of audiovisual works and brand-development and distribution activities” (EUR-Lex, 32013R1295); use of a trade name: “Each Party’s airlines shall be entitled to enter into franchising or trade-name-use arrangements with companies of the other Party or of third countries, including airlines” (EUR-Lex, 22007A0525(01). CONCLUSIONS 1. The foreign word brendas, derived from English, is not included in dictionaries of contemporary Lithuanian or of international words; its definition is provided only in online databases and an online youth dictionary. There are also no clear recommendations regarding the use of this foreign word, so it seems that the competition between it and its Lithuanian equivalents has, as it were, been left to run its course. This 170 Rasuolė Vladarskienė | Svetimžodžio brendas reikšmės, vediniai, atitikmenys foreign word is difficult to evaluate because its meanings are not easily distinguished; its synonymy with the English term trade mark also poses problems. 2. The usage of this foreign word shows that it is used in four main senses. The meanings of brendas could be distinguished as follows: 1. a type of goods; 2. a trademark, a letter-based or visual symbol on a product, or on a label attached to it or its packaging, which helps distinguish it from others; 3. the distinctive name and identity of a product or service, helping distinguish it from other products and services; 4. associations of distinctiveness that arise in consumers’ subconscious minds about a particular market participant (a product, service, organization, person, country, idea, and so on) and have a certain economic value. 3. The foreign word, its derivatives, and related words are widely used in journalism, in specialists’ professional and spoken language, and also in academic settings: lectures and students’ written work. Foreign words are not used in formal language (including administrative language); they are replaced with Lithuanian equivalents. 4. The foreign word persists because there is no short, practically convenient equivalent that clearly conveys its essence. Different equivalents should be used to denote the different meanings of the foreign word brendas: the description of the first meaning, “a type of product or goods,” is also its Lithuanian equivalent; a letter-based or visual symbol on a product, or on a label attached to it or its packaging, may be called a trademark, a product name; suitable equivalents for the distinctive name and identity of a product or service would be the image of a trademark, the image of a product; associations of distinctiveness arising in consumers’ subconscious minds about a particular market participant could simply be called a mark or, more precisely, a marketmark. 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Prieiga per internetą: http://www.anglija.lt/straipsniai/verslas_anglijoje_pristato_cepelinascouk/buk_zinomas_mylimas_ir_trokstamas_brendingas_verslo_pradzia_anglijoje_viii_dalis.html-2. L – Lietuvių–anglų kalbų žodynas ir vertimų paieškos sistema „Linguee“. Prieiga per internetą: http://lt.linguee.com/lietuviu-anglu/about#about. Lašienė N. 2006: Apie brendą, Lietuvos Re:Branda ir virtualiąją vėliavą. Prieiga per internetą: http://www.delfi.lt/news/ringas/lit/nlasiene-apie-brenda-lietuvos-rebranda-ir-virtualiaja-veliava.d?id=11275022. Lėka A., Sabaliauskaitė G. 2015: Labai mokyti, bet menkai gebantys. Ar Lietuvai tai tinka? Prieiga per internetą: http://www.veidas.lt/labai-mokyti-bet-menkai-gebantys-ar-lietuvai-tai-tinka. MargoSala.lt. Interneto svetainė. Prieiga per internetą: http://www.margosala.lt/blog/straipsniai/rankiniu-brendai-kokie-jie. Marketingo valdymas. Interneto svetainė. Prieiga per internetą: http://marketingoval dymas.lt/blogas/marketingas/rebrandingas/. MBD – magistro baigiamasis darbas. PIIT. Interneto svetainė. Prieiga per internetą: http://www.piit.lt. Rebrand.lt. Interneto svetainė. Prieiga per internetą: http://rebrand.lt/skaitiniai/brendo-ang-brand-firminio-stiliaus-ir-logotipo-suvokimas/. Sem.lt. Interneto svetainė. Prieiga per internetą: http://www.sem.lt/blogas/1-geras-budas-kaip-uzbrandi-jusu-produkta-internete/. Seo-marketing.lt. Interneto svetainė. Prieiga per internetą: http://www.seo-marketing.lt/kas-yra-marketingas/kas-gadina-branda.html. Šalčiuvienė L. 2004: Prekės ženklo įvaizdžio valdymas tarpkultūriniame kontekste. Daktaro disertacija, Kaunas: Kauno technologijos universitetas. Prieiga per internetą: http://vddb.library.lt/fedora/get/LT-eLABa-0001:E.02~2004~D_20050728_165918-93776/DS.005.0.01.ETD. Šimonis L. 2013: Nuspręsta: brand atitikmuo lietuvių kalboje – brendas. Prieiga per internetą: http://www.pozicionavimas.lt/nuspresta-brand-atitikmuo-lietuviu-kalboje-brendas/. 172 Rasuolė Vladarskienė | Svetimžodžio brendas reikšmės, vediniai, atitikmenys Verslo.guru. Interneto svetainė. Prieiga per internetą: http://www.verslo.guru/2014/12/2015-ieji-jaunieji-talentai-saugokites/. 15min.lt. Interneto svetainė. Prieiga per internetą: http://www.15min.lt/kultura/naujiena/renginiai/what-s-next-pristato-viena-is-headlineriu-ir-programa-reklamos-pasaulio-atstovams-29-704095. 0-x.eu. Interneto svetainė. Prieiga per internetą: http://www.0-x.eu/plagiatas/plagijavimo-atlasas/. 22007A0525(01) – Susitarimas dėl oro susisiekimo. 32008R0110 – 2008 m. sausio 15 d. Europos Parlamento ir Tarybos reglamentas (EB) Nr. 110/2008 dėl spiritinių gėrimų apibrėžimo, apibūdinimo, pateikimo, ženklinimo ir geografinių nuorodų apsaugos bei panaikinantis Tarybos reglamentą (EEB) Nr. 1576/89. 32012R1151 – 2012 m. lapkričio 21 d. Europos Parlamento ir Tarybos reglamentas (ES) Nr. 1151/2012 dėl žemės ūkio ir maisto produktų kokybės sistemų. 32013R0345 – Europos Parlamento ir Tarybos reglamentas (ES) Nr. 345/2013 2013 m. balandžio 17 d. dėl Europos rizikos kapitalo fondų. 32013R0549 – Europos Parlamento ir Tarybos reglamentas (ES) Nr. 549/2013 2013 m. gegužės 21 d. dėl Europos nacionalinių ir regioninių sąskaitų sistemos Europos Sąjungoje. 32013R1288 – Europos Parlamento ir Tarybos reglamentas (ES) Nr. 1288/2013 2013 m. gruodžio 11 d. kuriuo sukuriama Sąjungos švietimo, mokymo, jaunimo ir sporto programa „Erasmus+“ ir kuriuo panaikinami sprendimai Nr. 1719/2006/EB, Nr. 1720/2006/EB ir Nr. 1298/2008/EB. 32013R1291 – 2013 m. gruodžio 11 d. Europos Parlamento ir Tarybos reglamentas (ES) Nr. 1291/2013, kuriuo sukuriama bendroji mokslinių tyrimų ir inovacijų programa „Horizontas 2020“ (2014–2020 m.) ir panaikinamas Sprendimas Nr. 1982/2006/EB. 32013R1295 – 2013 m. gruodžio 11 d. Europos Parlamento ir Tarybos reglamentas (ES) Nr. 1295/2013, kuriuo sukuriama programa „Kūrybiška Europa“ (2014–2020 m.) ir panaikinami sprendimai Nr. 1718/2006/EB, Nr. 1855/2006/EB ir Nr. 1041/2009/EB. 32014L0092 – 2014 m. liepos 23 d. Europos Parlamento ir Tarybos direktyva 2014/92/ES dėl mokesčių, susijusių su mokėjimo sąskaitomis, palyginamumo, mokėjimo sąskaitų perkėlimo ir galimybės naudotis būtiniausias savybes turinčiomis mokėjimo sąskaitomis. 32014R1144 – Europos Parlamento ir Tarybos reglamentas (ES) Nr. 1144/2014 2014 m. spalio 22 d. dėl informacijos apie žemės ūkio produktus teikimo ir jų pardavimo skatinimo priemonių, įgyvendinamų vidaus rinkoje ir trečiosiose šalyse, kuriuo panaikinamas Tarybos reglamentas (EB) Nr. 3/2008. 32015R0751 – Europos Parlamento ir Tarybos reglamentas (ES) 2015/751 2015 m. balandžio 29 d. dėl tarpbankinių mokesčių už kortele grindžiamas mokėjimo operacijas. 32016B0150 – Europos Sąjungos 2016 finansinių metų bendrojo biudžeto galutinis priėmimas (ES, Euratomas) 2016/150. 32016D0051 – 2016 m. sausio 18 d. Tarybos sprendimas (BUSP) 2016/51 dėl paramos Biologinių ir toksinių ginklų konvencijos (BTGK) įgyvendinimui, atsižvelgiant į ES kovos su masinio naikinimo ginklų platinimu strategiją. 52014IE0574 – Europos ekonomikos ir socialinių reikalų komiteto nuomonė dėl „Pramonės permainų Europos pakavimo sektoriuje“. LITERATŪRA AATŽ 2014: Ratautas S. A., Strazdienė E., Gulbinienė A. Aiškinamasis aprangos terminų žodynas, Kaunas: Technologija. AGTŽ 2006: Juškaitė N., Keinys S., Sakalauskas K. Aiškinamasis geležinkelių transporto terminų žodynas: terminai lietuvių, anglų, vokiečių ir rusų kalbomis, Vilnius: Lietuvos geležinkeliai. AKTŽ 2015: Dagienė V., Grigas G., Jevsikova T. Aiškinamasis kompiuterijos terminų žodynas, Vilnius. Prieiga per internetą: https://www.raštija.lt. ALKŽ 2000: Piesarskas B. Anglų–lietuvių kalbų žodynas, Vilnius: Alma littera. DLKG 2006: Dabartinės lietuvių kalbos gramatika. Red. Vytautas Ambrazas, Vilnius: Mokslo ir enciklopedijų leidybos institutas. ChTŽ 2003: Daukšas K., Barkauskas J., Daukšas V. Chemijos terminų aiškinamasis žodynas, Vilnius: Mokslo ir enciklopedijų leidybos institutas. EKŽ 2008: Dagienė V., Grigas G., Jevsikova T. Enciklopedinis kompiuterijos žodynas, Vilnius: Matematikos ir informatikos institutas. Terminologija | 2016 | 23 173 EV – Eurovoc. Daugiakalbis Europos Sąjungos tezauras. Prieiga per internetą: http://eurovoc.europa.eu/drupal/?q=lt. Gaivenis K. 2002: Lietuvių terminologija: teorijos ir tvarkybos metmenys, Vilnius: Lietuvių kalbos instituto leidykla. IATE – Daugiakalbė Europos Sąjungos terminų bazė IATE. Prieiga per internetą: http://iate.europa.eu/iate-diff/switchLang.do?success=mainPage&lang=lt. JŽ – Jaunimo žodynas. Prieiga per internetą: http://www.zodynas.lt/jaunimo-zodynas/B/brendas. LKND – Lietuvių kalbos naujažodžių duomenynas. Internetinė duomenų bazė. Sudarė R. Miliūnaitė, Vilnius: Lietuvių kalbos institutas. Prieiga per internetą: http://naujazodziai.lk.lt. LRTB – Lietuvos Respublikos terminų bankas. Prieiga per internetą: http://www.vlkk.lt/lit/terminai. NSDB – Naujųjų skolinių duomenų bazė. Prieiga per internetą: http://nsdb.sociolingvistika.lt/?lid=1. Pakerys J. 2013: Naujųjų skolinių duomenų bazės veiksmažodžių morfologija. – Taikomoji kalbotyra 2013–2014 (3). Prieiga per internetą: www.taikomojikalbotyra.lt. TŽŽ 2013: Tarptautinių žodžių žodynas. Red. taryba: A. Kaulakienė, S. Keinys, B. Kurkulis, V. Račiūnaitė, V. Žalkauskas, Vilnius: Alma littera. MEANINGS, DERIVATIVES AND EQUIVALENTS OF THE LOAN-WORD BRENDAS The loan-word brendas (brand) originating from English is not included in dictionaries either of Modern Lithuanian or international words. It is possible to find its definitions only in databases on the internet or in internet vocabulary. There are no clear recommendations about the usage of this loan-word, so it seems that the competition between brendas and its Lithuanian equivalents is being allowed to take its natural course. As its usage shows, the most precise explanation of the meanings of this word is given in the internet vocabulary Jaunimo žodynas. The loan-word brendas, its derivatives and related words are widely used in the specific language and spoken language of specialists and in the environment of university studies. It can be found in descriptions of subjects of teaching and lectures as well as in written works of students, although in the edited language of science it is rare. In standardized language (as well as in the language of official documents) loan-words are not used, they are substituted with Lithuanian equivalents. The loan-word brendas is used because there is no equivalent which would express the essence clearly, be short and convenient in respect of word-formation. Two meanings or at least two nuances of the meaning of this loan-word ought to be separated and two different equivalents should be used. Gauta 2016-11-09 Rasuolė Vladarskienė Vilniaus Gedimino technikos universitetas Saulėtekio al. 11, LT-03227 Vilnius E. paštas [email protected] 174 Rasuolė Vladarskienė | Svetimžodžio brendas reikšmės, vediniai, atitikmenys