TY - JOUR
T1 - Brand Naming in China
T2 - Sociolinguistic Implications
AU - li, Fengru
AU - Shooshtari, Nader H.
PY - 2003/11/19
Y1 - 2003/11/19
N2 - Applying brand names to international markets remains a challenge to multinational corporations. Consumers’ sociolinguistic backgrounds shape their responses to brand names. This paper uses a sociolinguistic approach as a conceptual framework in understanding brand naming and translating in the Chinese market. The approach promotes that sociolinguistics a recognizes linguistic competence, b advances symbolic values imbedded in linguistic forms, and c renders attached social valence to cultural scrutiny. Three brand-naming cases in China are presented for discussion, which may benefit multinational corporations on brand decisions involving Chinese consumers.
AB - Applying brand names to international markets remains a challenge to multinational corporations. Consumers’ sociolinguistic backgrounds shape their responses to brand names. This paper uses a sociolinguistic approach as a conceptual framework in understanding brand naming and translating in the Chinese market. The approach promotes that sociolinguistics a recognizes linguistic competence, b advances symbolic values imbedded in linguistic forms, and c renders attached social valence to cultural scrutiny. Three brand-naming cases in China are presented for discussion, which may benefit multinational corporations on brand decisions involving Chinese consumers.
KW - Brand names
KW - China
KW - International markets
KW - Multinational corporations
UR - http://www.scopus.com/inward/record.url?scp=84992944042&partnerID=8YFLogxK
U2 - 10.1108/1525383X200300014
DO - 10.1108/1525383X200300014
M3 - Review article
AN - SCOPUS:84992944042
SN - 1525-383X
VL - 11
SP - 3
EP - 22
JO - Multinational Business Review
JF - Multinational Business Review
IS - 3
ER -