Publications
Publication details [#16048]
Dong, L.C. and M.M. Helms. 2001. Brand name translation model: a case analysis of US brands in China. The Journal of Brand Management 9 (2) : 99–115.
Abstract
Appropriate brand names make a significant difference in the successful introduction of new brands in the USA and abroad. Developing a world brand is more than just a careful translation exercise, as meanings vary greatly across norms, attitudes, beliefs and cultures. This study examines the influence of brand names on brand equity, specifically focusing on US brands in the Chinese culture as a case study. The study analyses the current patterns of brand name translation and proposes a preliminary theory-building initiative for international branding. Profiles of the key classifications of market segments in China are also included, along with a discussion of issues unique to the Chinese language.
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