The article presents the factors to be taken into account when branding and protected designations are dictionarised, and also recognised as a part of the Slovene common noun lexicon. The dictionary treatment of brands, product names and proprio-appelative lemmas derived from the conversion of trademarks in two new Slovene dictionaries (the general explanatory dictionary – eSSKJ and the specialised normative guide – ePravopis) will be
presented from a theoretical point of view. Brand names are present within two contradictory processes: appellativisation and onymisation, based on legal provision, while at the same time they are in the role of multidenotative units.
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