The impact of linguistic diversity on trade identity: an analysis of foreign company names in Syrian business correspondence (2010-2020)

this study presents a comprehensive analysis of the impact of linguistic diversity on the formation of trade identity through an examination of foreign company naming practices in Syrian business correspondence between 2010 and 2020. The purpose of the work is to identify and systematize the linguistic strategies used by international corporations to adapt to the Syrian market, as well as to determine the role of cultural, political, and economic factors in the choice of branding language [1, 5]. The main research objectives included: selection and analysis of a corpus of business documents from Syrian companies; classification of language adaptation strategies for foreign enterprise names; assessment of the influence of international relations on language choice; and identification of correlations between language practices and trade identity. The study employed content analysis and comparative analysis methods, which revealed the specifics of using Arabic, English, and hybrid forms in business communication [10, 12]. The practical significance of the work lies in the potential application of its results in the fields of international marketing, branding, and cross-cultural communication. The findings of the study can be used by foreign companies to develop effective market entry strategies for the Middle East, as well as by academic circles for further research on the interaction between language processes and economic relations. The obtained data contribute to the development of sociolinguistics and international business theory [5, 12].

linguistic diversity, business correspondence, Syria, foreign companies, cultural adaptation, Arabic language, intercultural communication