TY - JOUR
T1 - Branding in China
T2 - Global Product Strategy Alternatives
AU - Alon, Ilan
AU - Littrell, Romie F.
AU - Chan, Allan K.k.
PY - 2009/11/11
Y1 - 2009/11/11
N2 - 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.
AB - 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.
KW - Brand feeling extension
KW - Brand meaning extension
KW - Branding
KW - Branding in China
KW - Dual adaptation
KW - Dual extension
KW - Global product strategy
UR - http://www.scopus.com/inward/record.url?scp=84993110257&partnerID=8YFLogxK
U2 - 10.1108/1525383X200900030
DO - 10.1108/1525383X200900030
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AN - SCOPUS:84993110257
SN - 1525-383X
VL - 17
SP - 123
EP - 142
JO - Multinational Business Review
JF - Multinational Business Review
IS - 4
ER -