transforms languages but also transplants cultural information. Thus‚ brand name translation as other translation is a form of cross-cultural communication and is influenced by various cultural factors. This paper tries to explore the methods of English-Chinese brand name translation in light of the features of Chinese consumer psychology. Key words: brand names; Chinese consumer psychology; translation; methodsIntroductionNowadays‚ brand plays a more important role in the economic life in China and it
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MANAGING PERFORMANCE AT HAIER (A) Group E2 Problem Statement How to improve Haier’s performance management system and make it adaptable or applicable in other regions of the world? Environmental Analysis (PESTC) Political: In 2006 company exported to 160 countries valuing to $ 1.7 billion‚ however they have not established their manufacturing base outside the China. While venturing to different geographies they would be exposed to different labour and wage laws. Different political setups
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The Power of Brand Name The success of any business or consumer product in today’s world depends in part on the target market’s ability to distinguish one product from another. Branding helps ultimately consumers to identify one product from those of the competition. However‚ there is a second side of branding. As society progresses and increases its ability to purchase more and better quality products‚ people’s perception regarding brand names changes as time goes by. For the majority of people
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Global brands Vs. Local Brands Introduction According to Ger‚ Belk and Lascu (1993)‚ advances in communications and information systems technology have shrunk distances‚ thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets‚ branding plays an important role in its marketing strategy. Many consumers use brands as clues to
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Haier How can Haier compete against larger multinationals experienced in advanced country markets? Haier has had the advantages of operating in a very large and fast growing home base which contributed to its rapid growth. Since its foundation‚ focusing on higher production quality and meeting customer needs to the fullest extend‚ along with formulating an international expansion strategy; Haier became a dominant player in the global appliances market. Haier’s first international expansion
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Bargain Brand vs. Brand Name Introduction In this lab the main purpose was to research for a company that made bargain brand products to see if college students equally like bargain bands to name brands. The experiment that was preformed was based solely on the taste of the products. To be sure the only thing that affect the experiment was taste‚ the experiment was made a single blind experiment‚ which is simply the administer knows which product is which but the test subject does not. To start
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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
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competitive advantage(s) do you think the Haier Group has? What competitive strategy does the What company appear to be following? Explain your choices. The main competitive advantage that Haier group has is the innovation being the main focal point of the company’s mission as well as their high-quality in client satisfaction. The main competitive strategy that Haier Company is adopting is the social work. By sponsoring sport teams in Australia and the USA‚ they are showing the community their
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Haier: A Global Brand Executive Summary Haier‚ under the leadership of CEO Zhang Ruimin‚ grew from a single model refrigerator firm to the #5 white goods producer in a matter of two decades. Throughout the expansion process Haier entered over 100 countries through multiple entry modes and into other industries. The 2005 financial results gave Haier reason to pause and reassess its mission and strategic intent. The primary issue was whether to continue its expansion strategy or slow down
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Introduction to the Haier Group Haier was established in 1984 in Qingdao China which is the world’s fourth largest white goods manufacturer . Now There are more than 6 million employs in the worldwide. Haier set up a 29 in the global manufacturing base‚ eight comprehensive research development centers and 19 overseas trading companies. Haier CEO Zhang established under the guidance of brand strategy‚ has the implementation of brand strategy and diversification strategy and internationalization
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