Electrophysiological correlates of brand names

EEG coherence has been used extensively in the investigation of language processing of different words categories. In contrast, relatively less is known about EEG coherence pattern of processing brand names. The present study aimed to investigate EEG coherence pattern associated with brand names in English and Chinese. EEG coherence of 32 healthy normal participants during 4 reading conditions, including concrete English words, concrete Chinese characters, English brand names and their translated Chinese brand names, were computed and compared. Regardless whether it was in English or Chinese, brand names were generally associated with higher intrahemispheric beta coherence in both the left and right hemispheres than concrete words or characters. Compared to English brand names, Chinese brand names demonstrated increased interhemispheric theta coherence in the frontal and temporal cortical regions. These results suggest that brand names tend to be processed through semantic routes. Similar to proper names and nonwords, they are represented in the lexical systems of both hemispheres. In addition, English and Chinese brand names are processed similarly at the semantic level and the difference in EEG coherence patterns associated with English and Chinese brand names is more likely due to phonological and orthographic processing that are associated with English and Chinese, respectively.