Say it with pictures: Branding in China

Tavassoli, Nader T.; Leghorn, Richard S.; Han, Jin K.; Hong, F.C.; Pecotich, Anthony; Shultz, II, Clifford J.; Chair, Marley
May 2002
Marketing News;5/13/2002, Vol. 36 Issue 10, p30
Trade Publication
The article focuses on an article, "Auditory and Visual Brand Identifiers in Chinese and English," which was published in the June issue of the "Journal of International Marketing." Authors Nader T. Tavassoli and Jin K. Han shows that visual cues are most effective when the marketer is dealing with the logo-graphic Chinese style of writing, whereas auditory cues work better with the English alphabet. Logos are the official visual representation of a brand name and are intrinsic to all identity programs. Auditory cues, such as NBC's familiar three-tone chime, and jingles are also used extensively for brand identification purposes.


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