| Abstract [eng] |
The object of the work is the English name of Lithuania. The aim of the work is to identify the assumptions of the state name change in the society and to evaluate their legitimacy. The objectives of the work. In order to meet the set aim, the author raises the following objectives: to determine the concept of the brand name and its benefit for an enterprise; to discuss the assumptions and the risks of the change of the brand name; on the basis of analyzed assumptions of the brand name change, identify the assumptions of motivating the change of the state name; to analyze the risk which can be caused by changing the state name; to evaluate the legitimacy of assumptions stimulating the change of the state name in the concrete case. Academic topicality of the work. Lithuania chose the image forming strategy in 2008. The basic idea of the strategy was the slogan „Lithuania – the brave country“. This slogan was suggested by the commission responsible for the formation of Lithuania’s image. But the concept of Lithuania as the brave country wasn‘t the only one idea which was suggested by that commission. One of the members of the board, Paulius Senūta, also suggested the idea, that before implementing the new strategy of image formation Lithuania should think about the possibility to change the English word Lithuania. However this brave P. Senūta‘s idea was not noticed by the media and the members of the Government as it was not based on some concrete facts. So this work is based on P. Senūta‘s idea to change the English variant of the word Lithuania. The author in the work tries to analyze the idea of this member of the board and to define the validity of this idea with the help of the scientific literature and researches. Results of the work. Several different methods were used in the work: the analysis of documents, the interview of the experts of the English language and the interview of the image experts. The results of the work show that the idea to change the word Lithuania is not validated. Although the English name of Lithuania is a word which is not easily used in the communication: it is difficult to pronounce, to remember and to spell, there is no evidence and researches that the English variant of the word Lithuania is not acceptable for its target group. Besides, the change of the English state name will only partly contribute to Lithuania image formation, so it will not help us to form our country’s image. During the research it was also found that changing the word Lithuania can be a risky and complicated process. This risk is connected with the lack of finance, the change of documents, inner and outdoor problems. Other foreign countries and the citizens of Lithuania can object to this new name of Lithuania, because the change of such a name is the intervention into the existing norms of the language, the old language traditions, history and the society itself. |
