命名是一门语言的艺术。随着市场竞争的日趋激烈 ,商品名称的作用已越来越多地引起了生产经营者的注意。本文仅从商品品牌中常用的语词及其特点和表现手法几个方面探讨汉语语词在商品品牌中的运用特征 ,希望通过此项研究发现汉语语词在商品交换中的作用和价值 Naming is the art of a language. With the increasingly fierce market competition, the role of the name of the product has increasingly attracted the attention of producers and traders. This article only discusses the characteristics of using Chinese words in the brand of goods from several aspects commonly used in the brand of goods and their characteristics and expressions, hoping to find the role and value of the Chinese words in the exchange of goods through this study