A search for food brands containing the elements Sankt or San (both meaning ‘Saint’) in the German and Italian trademark registers respectively shows significant differences. If restricted to Nice class 29 because of the high number of Italian brands, the number of German brands becomes extremely small. The present article focuses therefore – and contrary to what was originally planned – on Italian brands only. The analysis of the 372 brands collected will show their typical linguistic structure, source domains and possible motives for the name choices. Finally, I will discuss the question of what appeal saintly names exercise on Italian consumers.
M. Rieger (2017). "Sankt Georg" and "San Zopito". The appeal of saints’ names on the Italian and German food market. Cluj Napoca : Editura Mega Editura Argonaut [10.30816/ICONN4/2017/82].
"Sankt Georg" and "San Zopito". The appeal of saints’ names on the Italian and German food market
M. Rieger
2017
Abstract
A search for food brands containing the elements Sankt or San (both meaning ‘Saint’) in the German and Italian trademark registers respectively shows significant differences. If restricted to Nice class 29 because of the high number of Italian brands, the number of German brands becomes extremely small. The present article focuses therefore – and contrary to what was originally planned – on Italian brands only. The analysis of the 372 brands collected will show their typical linguistic structure, source domains and possible motives for the name choices. Finally, I will discuss the question of what appeal saintly names exercise on Italian consumers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
