Global Appeal, Local Identity: The Rise and Role of Anglicisms in Moroccan Brand Naming Practices

This study examines the growing prevalence of anglicisms in Moroccan brand names, analyzing their linguistic structures, functional motivations, and cultural implications. Utilizing a corpus of 297 brand names registered in Morocco from 2010 to 2020, the research categorizes anglicisms into four distinct types: pure, pseudo, hybrid, and adapted. The study categorizes brand names according to morphological processes, including compounding, derivation, blending, and abbreviation, and examines how these forms contribute to linguistic creativity and brand positioning. Particular attention is given to the phenomenon of transliteration and the adaptation of English phonology into Arabic script, revealing how hybrid forms often serve to enhance consumer accessibility while simultaneously projecting prestige and modernity. The findings indicate that while pure anglicisms are most prevalent, pseudo and hybrid forms significantly contribute to localizing global influences. Results suggest that the adoption of English in Moroccan branding is not primarily driven by lexical gaps in native languages, but by extralinguistic motivations such as social prestige, global appeal, and the desire for linguistic innovation. The analysis also demonstrates that brand designers often exploit the symbolic value of English to craft names that resonate both locally and internationally. Ultimately, the study sheds light on how Moroccan brand designers strategically leverage English to align with consumer aspirations and respond to market dynamics within an increasingly globalized environment.