The Analysis of English Word Formations Used on Brand Names Found in Indonesian Products

This research aims at describing how brand names with English inIndonesian products are created. To analyze the data found theresearchers applied English word formation in English morphology. Thisis a descriptive research. The data were brand names using English foundin Indonesian product which were taken from three supermarkets in Solonamely Hypermart Solo Grand Mall, Hypermart Gorro Assalam, andCarefur from February up to April 2010. The research found that thebrand names with English in Indonesian products can be created byapplying word formation such as compounding, blending, affixation,reduplication, onomatopoeia, abbreviation, acronym and clipping. Theprocess of compounding consists of pure compounding and modificationcompounding, The process of blending includes the first syllable of thefirst words and the first syllable of the second words, the first syllable ofthe first words and the second syllable from the front of the secondwords., the first words and the last syllables of the second words, the firstwords and two syllables from the front of the second words, twosyllables from the front of the first words and the second words, twosyllables from the front of the first words and the first syllable of thesecond words, the first words and the two last syllables from the back ofthe second words, and the first words and the first syllables of the second words. The affixation process covers prefixes pro-, -bio and suffixes –y, -er, -ness, -ish, and –s. The process of reduplication includes puremodification, modification with intensifier meaning and reduplicationwith sound change. The process of abbreviation found is pureabbreviation and acronym. The process of clipping includes the clippingof letter and syllables.


Introduction
What's in a name, a very popular quotation taken from Romeo and Juliet by Shakespeare, means that name is not that important. However, it sometimes means so much, for instance a product name or sometimes is called brand name. A brand name is the identity of specific product, service or business. A legally protected brand name is called a trademark.
The society will know a certain product from its name. After all, hopefully, the society will buy and use the product offered. It is necessary to develop brand name that can be used widely. It sometimes takes more time to decide the name of a new product than on any other aspects of its development (Crystal: 115).
There are many aspects to think about in naming a new product, such as marketing, linguistic, legal point of view. Linguistics which deals with a language has an important role in this case. There are some linguistic parameters that can be used in naming a product. Firstly is the possibility of offensiveness. A name is built up from letters and sound that may have impolite meaning to a certain language. It is important to create a product name which does not offend the others, mostly the name designed for international market. Secondly, name must be easy to pronounce and to spell by many people within different languages. The buyer will not buy something that they even cannot say its name, so it is necessary to create a simple name in the case of sound and letters. Thirdly, memorable name is important. By creating a simple name it is hopefully that the product be easily recognized and remembered by the people.
An interesting and unique name will be preferable and recognizable for a consumer, so being creative is indeed needed in naming a new product. To create an interesting and unique product name sometimes can be gained by using linguistics aspect however it is not that easy because it needs creativity. The creator of the name must be able to cultivate a word, sound of a certain language to create a product name. He sometimes uses not only words or sound of their own language but also those of other languages.
English is still a foreign language but it has a prestigious position in Indonesia, because English is an international language. Nowadays, there are many Indonesian companies used English word to name their product. It does not mean that they are not proud of their own language.
Even though they use English words, they do some adjustment within Indonesian. They use English words for go-international purpose.
We can find many products sold used English words in Indonesia. and smart. The first and the last example experience the process of blending and the second example experiences the process of adjustment with the Indonesian language in the case of pronunciation.
There are many product names in Indonesia used English created by such kind of way. The writer is interested at these phenomena. The writer wants to analyze the used of English in product names found in Indonesia. Since there is an opinion that English is a prestigious language so there are many Indonesian products used English. Perhaps by using English, the product will be recognized not only locally but also globally.
The researchers want to describe how the English brand names found in Indonesia are formed.

Brand Name
Branding is one of the strategies in marketing. A brand can show an image related to a product or a company visually, emotionally, rationally and even culturally. The brand may become a final consideration of a consumer before buying the products or using the service offered. The brand is the identity of a specific product, service, or business. The brand consists of all information dealing with the products or services. It is used to distinguish one product from another. In other words, it is a mark used to show ownership. When several companies sell a similar product, it is important that the brand name be clearly seen on the packaging and easily recognizable.
There are global and local brands. A global brand is a brand which is sold the same product to international market but it has its origin and

Compounding
When we combine two or more words to produce a single word with new meaning, it means we apply compounding.

Reduplication
To reduplicate means to repeat the whole or partial words for instance very-very, hanky-panky. The reduplication serves different function among languages. In Indonesia, the reduplication can mean plural, such as rumah-rumah or house in English.

Coinage
It is the creation or invention of totally new terms, without employing any other words already in existence. They mostly originated from invented trade marks for example are Kodak, Kleenex, Nokia, etc.

Acronym
It comes from the initial sound (letter or letters) of the words or of a phrase and it is pronounced as a word. We can find acronyms in NATO, OPEC, ILO, KEPO etc.

Blending
It means to combine the parts of two words to produce a new word. The first part of the first word is blended with the last part of the second word. The examples are breakfast and lunch become brunch, education and entertainment become edutainment, etc.

Clipping
It is to cut or to shorten the longer word, such as in advertisement becomes ads, information becomes info, and laboratory becomes collecting the data, the researchers classified the data based on the kind of products. Then the data were analyzed based on how they are formed using word formation process. The last step is drawing the conclusion.

Compounding
The writer found 116 brand names formed by compounding.
Compounding words found in this research were classified into two kinds; they are pure compounding and modified compounding. Modified compounding happens when there is adaptation process with Indonesian language. The followings are several data representing for those two kinds of compounding.  2,5,6,7,8,9,10,11,15,16,17,18.

b. Modified Compounding
Modified compounding happens when the words combined undergo some adjustment. The writer finds pronunciation and writing language, it is easier to read stefit than stay fit. The rest of the brand names listed on the table above apply the same way of naming process of stefit.

Blending
The writer found 41 brand names applying blending in this research. They were classified into 8 groups. This classification is based on the syllable blended in creating the brand names. This brand name is written sanex instead of sunect. The sound /aek/ from protection [protaek∫iən] seems difficult to be recognized by Indonesian; therefore the sound /aek/ is changed into /ex/ that have similar sound and is easier to pronounce as well. The similar process also is also occurred in the rest of the data above. The brand names above are formed by blending the first word and the first syllable of the second word. Brand names number 5 and 6 are blended right away with no adjustment either writing or spelling. Brand name number 1 uses adjustment on writing. The first syllable of the second word (chocolate) namely cho is simplified into co so that it becomes stico read [stiko]. Brand names number 2, 3, and 4 apply an adjustment on writing after the process of blending. The way of writing the brand name is adapted with Indonesian spelling. The syllable cho is written into ko because the sound of /ch/ is closely to the sound of /c/ which is read with the sound of /k/ in Indonesian. The results of the blending process of the brand names should be stikcho, twistcho, brikcho, but they are adapted into stikko, twisko, briko. Brand name number 7 undergoes omission of letter on the second word after the words are blended. The second word, milk, is written into mil.

Affixation
The researchers found 21 English brand names formed by affixation. The following are the data found:

a. Suffix -y
No Roots and suffixes Brand names 1 Sweet + y Sweety 2 Cream+ y Creamy 3 Fit + y Fitty ---fitti 4 Down + y Downy Those brand names are formed by adding suffix -y on the words followed. There is no changing on the process of affixation applying on the brand names except for brand name number 3 as shown below: Fit + y fitty Fitti Brand name above is formed by adding suffix -ish on the word followed.
There is an adaptation process found on the process of affixation. Brand

name above is written in English pronunciation for brownish [broniz]
and to simplify it is just written Broniz

Suffix -s
No Roots and suffixes Brand names 1 Pamper + s Pampers 2 Chocolate ---chocolato + s Chocolatos 3 Wing + s Wings 4 Huggy + s ----huggies Huggies 5 Sport + s ----sportz Sportz 6 Wet + s ----wetz Wetz 7 Mint + s ----mintz Mintz The brand names are formed by adding suffix -s to the words followed. There is no adaptation found on the process of affixation on brand names number 1, 3, and 4. The process of adaptation is found on the brand name number 2. Chocolatos is from chocolate. The changing of chocolate into chaocolatos is associated to the Italian word that often uses sound /o/. Italian is familiar with chocolate product and Italian chocolate is so famous all around the world so when talking about chocolate product, it will be associated with Italy and its language. The process of the affixation as follow; Chocolate -----chocolato+s ----chocolatos There's a changing of affixation process applied on the brand name number 5, 6, and 7. The suffix -s is changed into -z due to the pronunciation variation. Suffix -s/-es as has three allomorphs, namely /s, z, iz/.

Onomatopoeia
The researchers found 5 brand names using onomatopoeia such as;

Clipping
The researchers found 8 brand names formed by clipping. The brand names consist of longer words but due to the simplicity, they are clipped or cut into shorter ones. These are the brand names applying clipping process; The five brand names mentioned are clipped by cutting the last syllables.
The brand name number 4 is added with new letter [a] after it is cut.
Sound changing /ə/ into /a/ like in lavender [laevəndə] becomes lavenda [lavenda] is sometimes found in English used by Afro-American such as the words girl [gə(r)l] that is often written or read gal and kind of [kaindev] that is often written or read kinda [kinda]. That is common in English especially in informal English to simplify the form.

Conclusion
English can be used to create brand names found in Indonesian product by applying the word formation. The use of English in Indonesian product undergoes writing (spelling) and reading (pronunciation) adjustment to Indonesian language. This adjustment is due to the cultural factor and easiness especially in pronunciation. The research found that brand names using English in Indonesian products can be created through compounding, blending, affixation, reduplication, onomatopoeia, abbreviation, acronym and clipping.
The research concluded that the process of compounding covers pure compounding and modification compounding. The modification is found in the form of writing (spelling) and reading (pronunciation). The process of blending includes the first syllable of the first words and the first syllable of the second words, the first syllable of the first words and the second syllable from the front of the second words., the first words and the last syllables of the second words, the first words and two syllables from the front of the second words, two syllables from the front of the first words and the second words, two syllables from the front of the first words and the first syllable of the second words, the first words and the two last syllables from the back of the second words, and the first words and the first syllables of the second words.
The affixation consists of applying prefixes such as pro-, -bio and applying suffixes such as -y, -er, -ness, -ish, and -s. The process of reduplication covers pure reduplication, reduplication with intensifier meaning, and reduplication with sound change. The onomatopoeia consists of imitation of sound produced by nature and things such as a gun. The process of abbreviation consists of pure abbreviation and acronym. The process of clipping includes omission of letter and syllables