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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
June N.P. Francis, Janet P.Y. Lam, and
been argued that only the best-managed
names enables (Ourusoff to earn the company survive et al. 1992). above-average
and strongest brand
strong brand name return by creating
a loyal consumer following, which
protects the firm from com
on its franchise. A brand name encroachments is the petitive an asset to the company, foundation of the product, and an im consumer to the success of a new cue, and it is critical portant
(Kohli and LaBahn 1997; Lubliner 1993). decision that must be made is name will be standardized or market conditions. Empirical found high degrees of brand one author this to suggest may that
As firms expand abroad, a key the degree to which the brand localized to adapt to the local studies of brand strategy have name standardization, and Shani 1992). leading
are likely to brand globally
be broadly applicable, because most studies have examined similar, expansion only within culturally and linguistically contexts (Huang and Chan 1997). particularly Western, This study departs from most previous studies by examining brand extension between culturally and linguistically dissim ilar countries. Specifically, this study investigates the degree and nature of brand standardization/localization adopted by a Submitted Revised October August 2000 2001
of Fortui_e-500 goods multinational
con corporations) in the special Admin
? Journal of International Marketing Vol. 10, No. 1, 2002, pp. 98-116 ISSN 1069-031X
istrative Region of Hong Kong and in the rest of the Peoples Republic of China. This study compares the linguistic fea tures of the U.S. brand names with the brand names used by
in the Cantonese
Studying the impact of language difference is...