Brand text is the most important object of brand research. Even brand research in marketing, management and consumer behavior is reflected through brand text. Brand, as a unique text, has its corresponding ideographic rules. In order to improve the theoretical level of brand research and build a unique theoretical system of brand science, we must study the form of brand based on brand text.

To analyze brand texts, semiotics is a more appropriate method. Because "the task of theoretical semiotics is to establish a common denominator for all human activities to find meaning (that is, the study of the whole culture) and to find a way of understanding." Wang Liansen established a brand "trinity" model with logo or name as the reappearance, product as the object and brand meaning as the explanation item based on Pierce's symbolic trisection theory in "The Concept of Whole Brand Based on Semiotics".

brand naming is a language activity and economic activity that uses language for commercial communication. Naming is based on language, so the semiotic research on brand naming in China is mostly based on Saussure's linguistic semiotics. Zhu Yajun believes in Semiotic Interpretation of Trademark Naming that trademark naming is a symbolic process, and it is the whole process of naming subjects expressing their feelings through naming symbols. The subjective will of naming subjects determines the different tendencies in the process of symbol reference and the formation of different appeal methods.