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The article ‘From Champion to Dorothy: the creation and linguistic behavior of trade names. Case study: an analysis of Mobexpert offers’ analyzes the decision-making process regarding product names by focusing on proper names as trade names and traces products in the goods industry. Furthermore, the article also contains a classification of proper names according to linguistic and contentrelated criteria and highlights the difference between them and common nouns. The focal points of the analysis are the semantic relation to the product, the wordformation process, and listing the fields from which trade names stem. Our hypothesis is that trade names reveal little or nothing at all about the denotatum, i.e. the name selection occurs artificially and arbitrarily, without a clear reason. In doing so, customers’ creativity is challenged to make various associations with the product. The corpus contains the online offers for living rooms and bedrooms, kitchens and children’s rooms of the Mobexpert furniture group in the period 1 January – 30 June 2017.

Von Champion zu Dorothy: wie die Warennamen entstehen und sich sprachlich verhalten Fallstudie: eine Untersuchung der Mobexpert-Angebote