Brand Naming in China: Sociolinguistic Implications

Research output: Contribution to journalReview articlepeer-review

Abstract

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.

Original languageEnglish
Pages (from-to)3-22
Number of pages20
JournalMultinational Business Review
Volume11
Issue number3
DOIs
StatePublished - Nov 19 2003

Keywords

  • Brand names
  • China
  • International markets
  • Multinational corporations

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