Naming Across Borders: Language, Identity and Strategy in Immigrant-Owned SMEs in South Africa
Keywords:
business onomastics, immigrant businesses, small businesses, identity, languageAbstract
Objective: This study explores how foreign-owned small and medium enterprises (SMEs) in South Africa use naming practices to navigate complex sociolinguistic terrains. PriorWork: While research exists on branding and cultural identity, there is limited literature on naming practices in African and post-migration contexts. This study contributes to that gap by positioning business onomastics as both a cultural and commercial strategy. Approach: The study adopts an interpretivist methodology, using qualitative interviews and document review. It proposes that naming practices are not only branding choices but also identity negotiations. Results: Findings reveal that 50% of businesses adopted English names, 30% used local South African languages, and 20% retained names from their countries of origin. The predominant motivation for choosing English or local names was to avoid being identified as foreign-owned and to build trust with local consumers. Naming was also described as a symbolic act of “belonging” in the host country, reflecting both emotional and cultural significance. Implications: The research highlights the importance of naming practices for branding, identity negotiation, and policy frameworks that support inclusive entrepreneurship. It emphasizes the role of business names in cultural integration and in shaping inclusive business environments. Value: This research is particularly relevant in the context of increased migration, cultural integration, and the decolonization of business spaces in post-apartheid South Africa. It calls for more inclusive branding strategies that reflect the diversity of both business owners and their consumer bases
References
Abimbola, T., & Vallaster, C. (2007). Brand, organisational identity and reputation in SMEs: An overview. Qualitative Market Research: An International Journal, 10(4), 341–348.
Aaltonen, S., & Akola, E. (2012). Lack of trust: The main obstacle for immigrant entrepreneurship? Turku School of Economics, University of Turku.
Aldrin, E. (2016). Names and identity. In C. Hough (Ed.), The Oxford handbook of names and naming (pp. 382–394). Oxford University Press.
Alford, R. D. (1988). Naming and identity: A cross cultural study of personal naming practices. HRAF Press.
Alm, C. (2003). English in the age of globalization: The use of English in the international advertising of Danish companies (Master’s thesis). University of Aarhus.
Azmat, F. (2013). Opportunities or obstacles? Understanding the challenges faced by migrant women entrepreneurs. International Journal of Gender and Entrepreneurship, 5(2), 198–215.
Basu, A. (2011). From “break out” to “breakthrough”: Successful market strategies of immigrant entrepreneurs in the UK. International Journal of Entrepreneurship, 15, 1–23.
Benwell, B., & Stokoe, E. (2006). Discourse and identity. Edinburgh University Press.
Berthon, P., Pitt, L. & Campbell, C. (2008). Ad lib: When customers create the ad. California Management Review, 50(4), pp.6–30.
Cho, Y., Moon, H. C., & Bounkhong, P. (2019). The moderating role of gender in the relationship between entrepreneurial education and entrepreneurial intention: The case of Vietnamese students. Journal of Asian Finance, Economics and Business, 6(2), 261–267.
De Vries, H. P. (2012). Do Indian immigrant entrepreneurs residing in different host countries display the same behavioural patterns? Journal of Enterprising Communities: People and Places in the Global Economy, 6(2), 138–153.
Edwards, J. (2009). Language and identity: An introduction. Cambridge University Press.
Fatoki, O. (2014). The impact of ethnicity on the entrepreneurial intention of university students in South Africa. Mediterranean Journal of Social Sciences, 5(14), 605–610.
Francis, J., Schipper, K., & Vincent, L. (2002). Expanded disclosures and the increased usefulness of earnings announcements. The Accounting Review, 77(3), 515–546.
Friedrich, P. (2002). Language, ideology and political economy. Oxford University Press.
Gautam, M. K. (2020). Entrepreneurial barriers faced by immigrants: Evidence from a developing country. Journal of Global Entrepreneurship Research, 10(1), 1–15.
Hanks, P., Hardcastle, K. & Hodges, F. (2006). A dictionary of first names (2nd ed.). Oxford University Press.
Inskip, I. (2004). Corporate branding for small to medium-sized businesses: A missed opportunity or an indulgence? Journal of Brand Management, 11(5), 358–365.
Joseph, J. E. (2004). Language and identity: National, ethnic, religious. Palgrave Macmillan.
Jung, H.Y. (2001). The sociolinguistics of globalization: Interpreting global and local identities. Discourse & Society, 12(4), pp.451–471.
Kapferer, J. N. (2008). The new strategic brand management. Kogan Page.
Kaplan, D. M., & Fisher, J. E. (2009). A rose by any other name: Identity and impression management in resumes. Employee Responsibilities and Rights Journal. https://doi.org/10.1007/s10672-009-9127-1
Khosa, R. & Kalitanyi, V. (2014). Migration motives of African immigrant entrepreneurs: A case of Cameroon and Democratic Republic of Congo. Journal of Economics, 5(1), pp.23–33.
Klink, R. R. (2001). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 12(1), 5–20.
McDonald, M.H.B. & Roberts, C. (1990). International brand portfolio strategies. European Journal of Marketing, 24(7), pp.6–15.
Mehtap, S., Caputo, A., & Pellegrini, M. M. (2017). Encouraging entrepreneurship in developing countries: The effects of gender, education and unemployment. International Journal of Entrepreneurial Behavior & Research, 23(5), 720–744.
Mothibi, G., Roelofse, M. M., & Tshivhase, S. (2015). Challenges faced by foreign entrepreneurs operating businesses in Johannesburg inner city, South Africa. Mediterranean Journal of Social Sciences, 6(6 S4), 208–215.
Muchineripi, M., Chinyamurindi, W. T., & Chimucheka, T. (2019). Challenges faced by migrant entrepreneurs operating informal businesses in South Africa. Journal of Development and Communication Studies, 6(1), 1–15.
Ngota, B., Mang’unyi, E. E., & Rajkaran, S. (2018). Constraints faced by immigrant entrepreneurs in the Nelson Mandela Bay area of South Africa. Journal of Contemporary Management, 15(1), 1122–1146.
Omisakin, O. (2017). Entrepreneurship and the growth of small and medium enterprises in developing countries: Evidence from South Africa. Journal of Economics and Behavioral Studies, 9(4), 135–147.
Panda, S. (2018). Constraints faced by women entrepreneurs in developing countries: A review and future directions. International Journal of Gender and Entrepreneurship, 10(3), 245–272.
Puzey, G. (2016). Linguistic landscapes. In C. Hough (Ed.), The Oxford handbook of names and naming (pp. 451–465). Oxford University Press.
McDonald, M.H.B. & Roberts, C. (1990). International brand portfolio strategies. European Journal of Marketing, 24(7), pp.6–15.
Schuiling, I., & Kapferer, J.N. (2004). Real differences between local and international brands: Strategic implications for international marketers. Journal of International Marketing, 12(4), 97–112. https://doi.org/10.1509/jimk.12.4.97.5321
Sjöblom, P. (2016). Commercial names. In C. Hough (Ed.), The Oxford handbook of names and naming (pp. 220–233). Oxford University Press.
Skinner, C. & Hunter, N. (2003). Research report: Street trade in Africa: A review. School of Development Studies, University of KwaZulu-Natal.
Tajfel, H. & Turner, J.C. (1986). The social identity theory of intergroup behavior. Psychology of Intergroup Relations, 5, pp.7–24.
Tevera, D. (2013). African migrants, xenophobia and urban violence in post-apartheid South Africa. Alternation Special Edition, 7, pp.9–26.
Vom Bruck, G., & Bodenhorn, B. (2006). An anthropology of names and naming. Cambridge University Press.
Zegeye, A. (2012). Social identities in the new South Africa: After apartheid. Social Identities, 18(5), 607–622.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Rejoice Sibanda, Sindile Dlodlo
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The author fully assumes the content originality and the holograph signature makes him responsible in case of trial.
