Chapter2016

Brand Name Translation Model: A Case Analysis of US Brands in China

33 citations0/0 files storedPalgrave Macmillan UK eBooks

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Translation Studies and Practices Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

While it is common in the USA to see advertisements or hear commercials urging consumers to drink Coca-Cola, snack on Keebler crackers, drive Fords or smoke Marlboro cigarettes, one seldom considers the meaning of brand names abroad. Yet few brands mean the same thing across cultures. In China, Coca-Cola means ‘tastes good and makes you happy’, Keebler means ‘rare treasure’ Ford means ‘happy and unique or special’, and Marlboro means ‘a road with 10,000 treasures’. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1990Consumer Behavior and Marketing Strategy 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China 1999The Malleable Self: The Role of Self-Expression in Persuasion 2005Global marketing and advertising: understanding cultural paradoxes 1995Webster's New World College Dictionary 1995The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies 1998The Effects of Brand Name Suggestiveness on Advertising Recall

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