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The Conference on Web Based Business Management (WBM 2010 E-BOOK)

Chengdu,China,9.20-9.22,2010

ISBN: 978-1-935068-18-1 Scientific Research Publishing, USA

E-Book 1342pp Pub. Date: October 2010

Category: Engineering

Price: $80

Title: Creating Local Brand Names in Chinese Market
Source: The Conference on Web Based Business Management (WBM 2010 E-BOOK) (pp 371-374)
Author(s): Shengdong Lin, Department of Advertising, School of Journalism and Communication, Xiamen University, Xiamen, China
Shengliang Lin, School of Communication, Fujian Normal University, Fuzhou, China
Abstract: Whenever a Western company introduces a product into Chinese market, one of its critical market entry decisions is the choice of a local brand name. Compared to previous studies, this paper provides a new framework of ‘phonetic/semantic/suggestive’ naming, which distinguishes the naming that suggests certain product benefits from the naming that translates English name into Chinese. This paper validates the exhaustiveness of the new framework in content analysis of famous and ordinary brands from real market. Phonetic naming is the major translation method for both famous and ordinary brands, but the secondly frequent usage is the translation that combines both phonetic naming and suggestive naming for famous brands, and the translation of semantic naming for ordinary brands.
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