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01457 am a22002293u 4500 |
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|a Alon, I.
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|a Littrell, R. F.
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|a Chan, A. K. K.
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|a Branding in China: global product strategy alternatives
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|b Boeing Institute of International Business,
|c 2010-11-23T01:47:37Z.
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|a 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 difficult. Cultural context, pronunciation, written vs. oral language, and the meaning of characters are just a few examples of such difficulties. We discuss four global product-naming strategic alternatives available to country/brand managers, along with their usage. The four approaches include (1) dual extension, (2) brand meaning extension, (3) brand feeling extension, and (4) dual adaptation. We also provide examples of brands utilizing the different approaches.
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|a OpenAccess
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|a Branding (Marketing)
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|a Brand name products
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|a Globalization
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|a Competition
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|a International
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|a Journal Article
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|n Multinational Business Review, 17, 4, 123-142
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|z Get fulltext
|u http://hdl.handle.net/10292/1074
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