Preview

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

Powerful Essays
Open Document
Open Document
8304 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
The Impact of Linguistic Differences on International Brand Name Standardization: a Comparison of English and Chinese Brand Names of Fortune-500 Companies
The Impact of Linguistic Differences on International Brand Name Standardization: A Comparison of English and Chinese Brand Names of Fortune-500 Companies Author(s): June N. P. Francis, Janet P. Y. Lam, Jan Walls Reviewed work(s): Source: Journal of International Marketing, Vol. 10, No. 1 (2002), pp. 98-116 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/25048880 . Accessed: 19/02/2012 07:18
Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.

American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of International Marketing.

http://www.jstor.org

Executive Insights: on International The Impact of Linguistic Differences A Comparison Brand Name Standardization: of English and Chinese Brand Names of Fortune-500 Companies
ABSTRACT
The authors investigate the brand name standardization/adap tation brand strategies names with used by consumer goods names Fortune-500 on several compa

nies in China and Hong Kong. The authors compare English
Chinese brand dimensions.

The vast majority of firms localize their brand names, and transliteration of the brand name is the strategy used most of ten. Firms brand name also appear mistakes to be successful in avoiding unfortunate to the brand names, and add features when localizing the brand name for the

such as cultural symbols, additional product benefits, and more positive Chinese As connotations, market.

the world 's will

economies

move

toward

free A

June N.P.


References: of International Caller, L. (1990), "Effective Management in Brand and Advertising and Planning Development," ing and Research Today, 18 (June), 106-15. Carroll, J.M. (1985), What 's and Company. Chan, Allan in a Name? New York: W.H. -(1997), in International Branding: A Longitu of the Chinese Names in of Foreign Brands Comparison Between 1987-1988 and 1994-1995," Mar Journal of Hong Kong 3 (2), 127-37 (1993), Today, (March), Chris Halliburton, and Ratna Bernath (1995), "International or Supply-Driven DemandInterna Branding: Opportunity?" 12 (2), 9-21. tional Marketing Review, 114 J. and Lynette S. Unger in Global Marketing," ing Strategies 4 (4), 23-40. keting, Teresa (1987), (1987), "The Myth of Globaliza 22 (4), 19-29. Rusiness, (1955), "The Product 33 (2), 33-39. and B to Determine Standardization (1993), "A Model in International Process Markets," Journal 33 (4), 57-64. Research, "Chinese Rules," Interna of K.K. Chan (1997), Yang and Allan to Specific From General Naming: Principles 16 (4), 320-35. tional Journal of Advertising, Brand Jones, in a Name? Advertising and (1986), What 's John Philip MA: D.C
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Global Household Brands Case
    • 1668 Words
    • 7 Pages

    Global Household Brands Case

    BMF consulting has evaluated the structure of Global Household Brands, in order to give recommendations for possible growth and stability for the future of the company. In this analysis, I have gathered information regarding financial statements, internal and external factors in Global Household Brands competitive structure, and strategic priorities in order for the company to grow in the household product industry.…

    • 1668 Words
    • 7 Pages
    Good Essays
    Read More
  • Better Essays

    Ashlei Smith MKT 320 Assignment 1
    • 2296 Words
    • 6 Pages

    Ashlei Smith MKT 320 Assignment 1

    References: Czinkota, Michael & Ronkainen, Ilkka (2013). International Marketing, 10th ed. Mason, OH: Cengage Learning.…

    • 2296 Words
    • 6 Pages
    Better Essays
    Read More
  • Powerful Essays

    Mr W Lowe
    • 9739 Words
    • 39 Pages

    Mr W Lowe

    Blackwell Publishing and The American Society for Aesthetics are collaborating with JSTOR to digitize, preserve and extend access to The Journal of Aesthetics and Art Criticism.…

    • 9739 Words
    • 39 Pages
    Powerful Essays
    Read More
  • Better Essays

    Branding, Pricing, and Distribution
    • 1512 Words
    • 7 Pages

    Branding, Pricing, and Distribution

    Branding, pricing, and distribution are all integral parts of a strategic marketing plan. Each segment of the plan needs to be developed individually with the entire culmination of the plan in mind. In other words, each segment should be a link in the chain to a completed marketing strategy. The ultimate goal is to reach a successful culmination of all three tiers that will have a successful impact in introducing the brand, pricing it correctly, and forming a distribution model that will maximize the competitive advantage to the company or service in question. This report will outline the steps in developing a local branding outline as well as an international branding strategy .The idea behind branding is to differentiate your product, value, quality or service from your competitors, and make it more readily identifiable to the end user. There are at least four questions that need to be asked before implementing a branding strategy. The first of course is whether to brand the product vs, a no brand decision. The second decision would be to use a manufacturers brand vs. a private label strategy. The third question entails whether to go with a single brand vs. multiple brands. The final decision is to decide whether to brand in a local market or a global market or a combination of both. Branding in a global market is much more complicated than branding in a local market. When branding in a global market. Culture becomes a major consideration. It is generally wise to chose countries that have similar or closely related cultures and, or language skills to expand your brand globally. International marketing is the last frontier of the marketing discipline. International marketing is yet to be fully explored but is being increasingly tested to reach an ever growing sea of future consumers.…

    • 1512 Words
    • 7 Pages
    Better Essays
    Read More
  • Powerful Essays

    Contemporary Brand Management
    • 7424 Words
    • 30 Pages

    Contemporary Brand Management

    Hall, E. (1976) cited in Jun, J. & Lee, S. (2007). Cultural Differences in Brand Designs and Tagline Appeals. International Marketing Review. [Internet], 24 (4), pp. 474-491, Available from: [Accessed 5 December 2010].…

    • 7424 Words
    • 30 Pages
    Powerful Essays
    Read More
  • Best Essays

    Concept Proposal Report
    • 2612 Words
    • 11 Pages

    Concept Proposal Report

    With respect to the modernized lifestyle, more and more city residents are suffering from sub-health. To avoid the sequence of sub-health, conscious consumers demand more natural and healthier products. Innocent is a remarkable brand of healthy food. It is marked by the pure fruits ingredients and has become the market leader of fruit smoothies. Innocent targets young professionals and Innocent smoothies are popular as healthy drinks at lunch. However, from the target’s consideration, healthy drinks can’t fulfil their psychological needs namely stress release and inspiration. Based on recent research, a quarter of workers feel stressed a lot of time. Those in the £15,500-24,999 income bracket are particularly worried (Mintel, 2009). It means that there is a large, potential demand of stress release product but a scarcity of supply.…

    • 2612 Words
    • 11 Pages
    Best Essays
    Read More
  • Powerful Essays

    Creativity, Innovation and New Product Development Plan
    • 20399 Words
    • 82 Pages

    Creativity, Innovation and New Product Development Plan

    2 Do Exploratory Research using the internet to determine what companies are currently manufacturing Robotic Lawnmowers.…

    • 20399 Words
    • 82 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Rise of Hallyu and Korean Brands
    • 1910 Words
    • 8 Pages

    Rise of Hallyu and Korean Brands

    With Korean culture in music, movies, and TV drama gaining more visibility worldwide, Korean brands are also doing better than before. Cultural exports were up to 4.2 billion in 2011. In a survey conducted by Korean Chamber of Commerce & Industry (2012), 82.2% of participating Korean corporations responded that Hallyu enhanced the positive image of Korea and Korean products, and also increased the sales of the company. This sales increasing effect was especially strong in service industry including culture (86.7%), tourism (85.7%), retail (75%) and also in manufacturing industry including food (45.2%), electronics (43.3%), cosmetics (35.5%), and automotive (28.1%) (GlobeOne, 2013). This report serves to give some insights on how Hallyu began and developed through the years, how it let to the rise of Korean brands, and how it has affected marketing in Asia and the world.…

    • 1910 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    How Different Are Branding Strategies in the Pharmaceutical Industry Versus Fast Moving Consumer Goods?
    • 7322 Words
    • 30 Pages

    How Different Are Branding Strategies in the Pharmaceutical Industry Versus Fast Moving Consumer Goods?

    choice of brand names strategies, the level of brand globalisation, the use of brand extension and co-branding as well the situation of brand portfolio management are compared. Based on this benchmarking, the authors offer recommendations to guide future branding development successfully in the pharmaceutical industry.…

    • 7322 Words
    • 30 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    The Nakamura Case Study
    • 970 Words
    • 4 Pages

    The Nakamura Case Study

    In 1948, when Mr. Nakamura took over the business family, observed the high demand of lacquer ware in the Japanese market but supply was not in accordance to that. In 1952, he built a substantial business for mass production of 500000 sets of lacquer table ware using numerous men power.The Nakamura “chrysanthemum” brand has become Japan's best known and bestselling brand in terms of its good quality and middle class users. However, Outside of Japan he was restricted as per government policy to not do any business, except for selling occasionally to American tourists through his established Japanese outlets & hence needed to expand his market.…

    • 970 Words
    • 4 Pages
    Powerful Essays
    Read More
  • Good Essays

    Disney Land in Europe
    • 22947 Words
    • 92 Pages

    Disney Land in Europe

    8. Tatsuo Ohbora, Andrew Parsons and Hago Riesenback, “Alternate Routes to Global Marketing,” The McKinsey Quarterly, 1992, Number 3, pp. 117-126.…

    • 22947 Words
    • 92 Pages
    Good Essays
    Read More
  • Powerful Essays

    An Introduction to the Law and Economics of Intellectual Property
    • 12464 Words
    • 50 Pages

    An Introduction to the Law and Economics of Intellectual Property

    American Economic Association is collaborating with JSTOR to digitize, preserve and extend access to The Journal of Economic Perspectives.…

    • 12464 Words
    • 50 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Zero Translation of Brand Name of Electronic Product
    • 7150 Words
    • 29 Pages

    Zero Translation of Brand Name of Electronic Product

    毕 业 论 文（设 计） 论文（设计）题目：Zero Translation of Brand Name of Electronic Product 电子产品商标的零翻译 姓 名 魏成琪 学 号 200803000064 学 院 外国语学院 专 业 科技英语 年 级 2008 指导教师 刘世铸 2012 年 5 月 18 日 Contents Abstract……………………………………………………………………………... Ⅰ 摘要…………………………………………………………………………………..…

    • 7150 Words
    • 29 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    questionnaire on fashion brands
    • 2964 Words
    • 12 Pages

    questionnaire on fashion brands

    [12] Kinra, N. (2006), “The effect of country-of-origin on foreign brand names in the Indian market”, Marketing…

    • 2964 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Prefrontal Cortex
    • 18922 Words
    • 76 Pages

    Prefrontal Cortex

    American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to The Journal of Marketing.…

    • 18922 Words
    • 76 Pages
    Powerful Essays
    Read More

Related Topics