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nceptual blending theory-based cognitive analysis of brandnames. The author will analyze brand names with the network model of conceptualblending theory under classifications of brand names. Then, new findings from dataanalysis will be covered.
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Chapter OneLiterature Review

This chapter mainly lays stress on the retrospection of studies of brand names andconceptual blending theory. Specifically, definitions of brand names, other scholars’research methods and research perspectives of brand names and the study focus andresearch method of the author will be mentioned. Then, review on the development ofconceptual blending theory is essential, including the origin, the representative learners,the achievements and the application of conceputal blending theory.

1.1 Studies of Brand Names
Numerous schloars have been bound up in the study of brand names from differentperspectives and have made great contributions. In the following parts, definitions ofbrand names, history of development of brand names, and researches about brand namesat home and abroad will be reviewed.distinguishing that product from those made or sold by other” (257). Kohli andDouglas(1997) held that a brand name is the foundation of the product, an asset to thecompany and an important consumer cue, and it is critical to the success of a newproduct (68). American Marketing Association (2012) highlighted that “a brand is aname, term, sign, or design, or a combination of them, intended to identify the goals andservices of one seller or group of sellers and to differentiate them from those ofcompetition” (qtd. in Keller 30). That is to say,American Marketing Association definedbrand names from the point of view of producers, so that it could distinguish oneproducer from other producers. However, so far as Keller was concerned, a brand namewas a perceptual entity that could be employed to reflect the peculiarities andpReferences of consumers to some extent. Accordingly, he underlined more on analyzingthe internal performance of brands and perception of consumers, so that one consumercould be differentiated from other consumers, and one brand could be distinguishedfrom other brands of the same type.
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1.2 Studies of Conceptual Blending Theory
Conceptual blending theory is a crucial theory in cognitive linguistics, although theforeign research on this theory started earlier than that in China, many scholars at homeand abroad have been keen on this theory and have made some discoveries.Theory AbroadConceptual blending theory, also called conceptual integration theory, theforerunners of which are Gilles Fauconnier and Mark Turner. Mental space theory andconceptual metaphor theory are the theoretical bases of conceptual blending theory.After the publication of Metaphors We live by, Fauconnier(1985) proposed the conceptof “mental space”. In his view, if someone meant to get across the meaning andorganizational structure of words, he or she must have known about the cognitive domain established by people when they are talking (qtd. in 王正元 xi), thus theexploration of internal operating processes of on-line meaning construction started todevelop. Based on this concept, Fauconnier(1994) firstly proposed the concept ofconceptual blending theory in 1994, and he replaced two-domain model withmany-space model, so the basic framework of conceputal blending theory has beenformed. Then, Faucon