http://dx.doi.org/10.1108/1525383X200900030">
 

Document Type

Journal Article

Department/Unit

Department of Marketing

Title

Branding in China: Global product strategy alternatives

Language

English

Abstract

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. © 2009, Emerald Group Publishing Limited

Keywords

Brand feeling extension, Brand meaning extension, Branding, Branding in China, Dual adaptation, Dual extension, Global product strategy

Publication Date

2009

Source Publication Title

Multinational Business Review

Volume

17

Issue

4

Start Page

123

End Page

142

Publisher

Emerald

ISSN (print)

1525383X

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