本文對品牌命名文本的研究，主聚焦在其色彩符號的引用上，首先針對命名語料作擇用系譜之類型歸整，其次再細究與結論這些符號在引用上有何特定偏好之詞素擇選與語法結構。研究擇定房產建案之命名為語料樣本，施以符號彙整及詞素之語法分析。研究結果顯示，房產命名在引用色彩符號時，在系譜軸的符號擇定上，引用前三名依序為綠色、藍（青）色、金色，且明顯呈現偏頗現象，特別是綠色有獨領風騷之勢。至於詞素結構部分，並列式合義複詞佔最大比例，其次為主從式複合詞。當色彩符號與其他符號同時被引用之際，常只是修綴的從詞，主體詞反而是其他類型的符號系譜。

The main purpose of the study is to find out how color symbols (such as red, yellow, green etc.) are utilized in naming this paper not only tries to find the reflected application of symbols in the real estate's field. Moreover, the style and the grammatical structure of the utilized in the naming statement is also analyzed. The method used for this study is documentary analysis and morphology. It's found through this research that the selection of color symbol in brand naming tends to be simple (green, blue and gold colors occupy 90% of total samples), but the grammatical structure tends to be complicated.