Handbook of Business Communication

Fiorenza Fischer, Edgar Hoffmann and Holger Wochele

22Proper names in business

1.Introduction

2.Product names

3.Organisation names

4.Event names

5.Conclusion

1Introduction

Proper names are indispensable in and for business, forming the core of organisations’ corporate identity. They establish reference to a single entity, for example, to a specific organisation, good or service. This means that proper names in business refer to a specific object, even if this object is manufactured millions of times. Most business genres cannot manage without using proper names, as these not only allow unequivocal identification through unique reference, but are also essential for marketing. In advertising it is even possible to abandon all usual structural elements ...