Branding in China: Global Product Strategy Alternatives

Alon, Ilan; Littrell, Romie F.; Chan, Allan K. K.
December 2009
Multinational Business Review (St. Louis University);Winter2009, Vol. 17 Issue 4, p123
Academic Journal
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.


Related Articles

  • WAKE UP TO DAWN OF CHINESE DOMINANCE. Ritson, Mark // Marketing Week (01419285);8/11/2011, Vol. 34 Issue 32, p50 

    The article presents the author's perspectives on the global dominance of China in 2011. He mentions that there will be tremendous economic and cultural implications over the next two decades as the U.S. fades gradually and China rises to take over as head of the global economy. He states that...

  • TO BUILD TRULY GLOBAL BRANDS, YOU'VE GOT TO BREAK THE RULES. Schmitt, Bernd // Advertising Age;2/11/2008, Vol. 79 Issue 6, p16 

    The article discusses creating a global brand in marketing. The author states that communication needs to be used effectively in creating a global brand and a great product alone will not suffice. He says that a marketer should appeal to people's dreams and aspirations and suggests using global...

  • PERSONAL BRAND MARKETING, A NECESSITY FOR THE CORPORATE DIFFERENTIATION IN THE CONTEXT OF THE GLOBALIZATION OF SOCIETY. IOAN, Corina Anamaria; LUCA, Florin-Alexandru; SASU, Constantin // SEA: Practical Application of Science;2014, Vol. 2 Issue 1, p239 

    Offering from the point of view of its characteristics and also interesting to analyze is what the specialists call 'brand'. This term is relatively new in the area of marketing, and it stirs interest especially as far as its two components are concerned: the situation of the contemporary...

  • MARK RITSON: Wake up to dawn of Chinese dominance.  // Marketing Week (Online Edition);8/11/2011, p50 

    The article presents the views of author on the global dominance of China in 2011. He predicts that there will be tremendous economic and cultural implications over the next two decades as the U.S. fades gradually and China rises to lead the global economy. He mentions that it is the new wave of...

  • Chapter 13: Branding in South-East Asia. Faulkner, Kim // Brands & Branding;2003, p199 

    Chapter 13 of the book "Brands and Branding: The Economist Series" is presented. It focuses primarily on branding in South-East Asia, a region where a "West is Best" culture in terms of lifestyle, entertainment, and standard of living have led to an inhibited demand for a western brand. It...

  • BRANDING IN A TUMULTUOUS ECONOMY: THE IMPORTANCE OF BRAND HERITAGE: DELIVERING VALUE TO CONSUMERS IN TURBULENT TIMES. Wiedmann, Klaus-Peter; Hennigs, Nadine; Schmidt, Steffen; Wuestefeld, Thomas // AMA Summer Educators' Conference Proceedings;2011, Vol. 22, p375 

    Introduction and Background In a tumultuous global economy characterized by high dynamics, uncertainty and massive consumer disorientation, consumers tend to prefer brands with a heritage because these brands are perceived to be more credible, trustworthy, and reliable. The heritage aspect of a...

  • View from the Pulpit.  // Munday Courier (TX);2/16/2012, Vol. 34 Issue 7, p2 

    The author discusses the dependence on brand names including Kodak, Distilled Spirits, and Kleenex.

  • NEXT.  // MediaWeek;6/7/2010, Vol. 20 Issue 23, p9 

    An introduction is presented to a special section on branding and brand name products, an annual feature of the publication.

  • The best brands are simple. Manternach, Lynn // Corridor Business Journal;5/17/2010, Vol. 6 Issue 43, p20 

    The article presents the author's emphasis on the importance of simple product brand ideas as a powerful information to market and attract the attention of consumers.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics