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Executive Insights: The Impact of Linguistic Differences on International Brand Name Standardization: A Comparison of English and Chinese Brand Names of Fortune -500 Companies

June N. P. Francis · Janet P.Y. Lam · Jan W. Walls

94 citations0/0 files storedJournal of International Marketing

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International Business and FDI Translation Studies and Practices Consumer Behavior in Brand Consumption and Identification

Abstract

The authors investigate the brand name standardization/adaptation strategies used by consumer goods Fortune -500 companies in China and Hong Kong. The authors compare English brand names with Chinese brand names on several dimensions. The vast majority of firms localize their brand names, and transliteration of the brand name is the strategy used most often. Firms also appear to be successful in avoiding unfortunate brand name mistakes and add features to the brand names, such as cultural symbols, additional product benefits, and more positive connotations, when localizing the brand name for the Chinese market.

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References

1983THE GLOBALIZATION OF MARKETS 1995Brand Equity, Brand Preference, and Purchase Intent 1999Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture 2012The Product and the Brand 1986THE MYTH OF GLOBALIZATION 1990International Marketing Review 1989Strategically Desirable Brand Name Characteristics 1994Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English

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