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
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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
economies
move
toward
free A
June N.P.
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.
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