Branding in China: global product strategy alternatives

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dc.contributor.authorAlon, I.
dc.contributor.authorLittrell, R. F.
dc.contributor.authorChan, A. K. K.
dc.date.accessioned2010-11-23T01:47:37Z
dc.date.available2010-11-23T01:47:37Z
dc.date.copyright2009
dc.date.created2009
dc.date.issued2009
dc.description.abstractThis 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.
dc.identifier.urihttps://hdl.handle.net/10292/1074
dc.publisherBoeing Institute of International Business
dc.relation.urihttp://search.ebscohost.com.ezproxy.aut.ac.nz/login.aspx?direct=true&db=bth&AN=48017763&site=ehost-live
dc.rightsCopyright of Multinational Business Review is the property of St. Louis University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.
dc.rights.accessrightsOpenAccess
dc.sourceMultinational Business Review, 17, 4, 123-142
dc.subjectBranding (Marketing)
dc.subjectBrand name products
dc.subjectGlobalization
dc.subjectCompetition
dc.subjectInternational
dc.titleBranding in China: global product strategy alternatives
dc.typeJournal Article
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