Branding in China: global product strategy alternatives
This article reviews and discusses issues in the translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names diffi...
| Main Authors: | , , |
|---|---|
| Format: | Others |
| Published: |
Boeing Institute of International Business,
2010-11-23T01:47:37Z.
|
| Subjects: | |
| Online Access: | Get fulltext |