Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/1289
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dc.contributor.authorFan, Y-
dc.coverage.spatial26en
dc.date.accessioned2007-11-13T13:19:09Z-
dc.date.available2007-11-13T13:19:09Z-
dc.date.issued2002-
dc.identifier.citationThe Journal of Brand Management, 9(3): 180-192(13), Jan 2002en
dc.identifier.issn1350-231X-
dc.identifier.urihttp://bura.brunel.ac.uk/handle/2438/1289-
dc.description.abstractAs the Chinese use characters based on ideograms, international brands have to choose a proper Chinese name for the market. This paper presents the findings from a detailed study of the Chinese names of 100 international brands along three dimensions: translation methods, cultural values and brand positioning. The main findings are: a) in choosing a new name the meaning is given more emphasis than its sound though it is still desirable to maintain phonetic links to the original; b) after linguistic issues, the three most important factors affecting renaming are: reflecting product benefits, brand positioning and cultural values. The translation gives an international brand not just a Chinese name, but also a distinctive local image; c) global brand and local image is a paradox to be addressed. In the previous studies localising an international brand is largely viewed as a passive translation process. This study has shown that renaming can be a value-added process. It provides an opportunity to re-cast the brand in the new market, creating a unique global-local image that enhances the original’s brand equity.en
dc.format.extent406528 bytes-
dc.format.mimetypeapplication/msword-
dc.language.isoen-
dc.publisherPalgrave Macmillanen
dc.subjectBrand nameen
dc.subjectGlobal brands-
dc.subjectTranslation-
dc.subjectCultural values-
dc.titleThe national image of global brandsen
dc.typeResearch Paperen
dc.identifier.doihttp://dx.doi.org/10.1057/palgrave.bm.2540068-
Appears in Collections:Marketing
Brunel Business School Research Papers

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