Brand Name Translation Model: A Case Analysis of US Brands in China

Dong, Lily C.; Helms, Marilyn M.

doi:10.1057/978-1-352-00011-5_7

Cited by 17 publications

(13 citation statements)

References 9 publications

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“…Companies working in China require more than a simple translation of their contents: in fact, as a service provider, the informant of Company 3 stated as important the review of the websites translation, explaining to the companies how to create contents that fit the Chinese culture. This is a well-known issue in the literature, but it is mainly analyzed concerning the brand name (Chow, Tang, and Fu 2007;Dong and Helms 2001). Here we find that also in the digital landscape, content translation is not a mere operation, but it represents a strategic activity that is connected to the local culture.…”

Section: Cultural Distance Most Informants Highlighted the Importancmentioning

confidence: 99%

Managing Digital Marketing Strategies in Emerging Markets: The Case of China

Checchinato

2018

SSRN Journal

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This Working Paper is published under the auspices of the Department of Management at Università Ca' Foscari Venezia. Opinions expressed herein are those of the authors and not those of the Department or the University. The Working Paper series is designed to divulge preliminary or incomplete work, circulated to favour discussion and comments. Citation of this paper should consider its provisional nature.

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Section: Cultural Distance Most Informants Highlighted the Importancmentioning

confidence: 99%

Managing Digital Marketing Strategies in Emerging Markets: The Case of China

Checchinato

2018

SSRN Journal

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“…In terms of the factors influencing brand naming in international branding, the major research focus has been on marketing, linguistic and cultural factors across markets (Dong & Helms, 2001). The marketing factors generally include the local market conditions, consumer characteristics, brand strategies, product qualities.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Most Americans favor brand names with a sound that appeals to them while most Chinese prefer brand names that provoke visual images and indicate moral or value orientations. With the examples of branding and translation blunders mentioned in international business texts and popular press books, the major research of cultural factors addresses the influences of historical, political and general cultural factors on brand name translation (Dong & Helms, 2001;Li & Shooshtari, 2003).…”

Section: Literature Reviewmentioning

confidence: 99%

“…For example, Hong, Pecotich and Schultz (2002) hold that there are usually two generic methods of brand name translation: (1) direct translation for the meaning of the brand name and (2) phonetic translation for the pronunciation of the brand name. Dong and Helms (2001) treat translation as a general term that includes both free and literal translations, summarized the various types of translation-free translation, literal translation and creative translation, and examine the influence of brand names on brand equity by analyzing the various types of brand name translation. According to Schmitt and Zhang (2012), brand name translation can be analyzed along two linguistic dimensions: relatedness in sound (that is, phonemes) and relatedness in meaning (that is, semantics), which yields four possible types of name translations from English to Chinese: a translation based on sound; a translation based on meaning; a translation based on sound and meaning; creative translation.…”

Section: Literature Reviewmentioning

confidence: 99%

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Name Selection in International Branding: Translating Brand Culture

Liu¹

2015

IJBM

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Brand culture is the soul of the brand, and the brand name is the direct manifestation of the brand culture which affects the translation of the brand name in international branding. However, little research has been done (1) on the brand culture represented by the brand name or (2) on how to deal with the brand culture represented by the original brand name in translating process. Based on the empirical evidences of the Chinese translation of some famous English brand names, the author first identifies the brand culture represented by the brand names, and proposes that the repositioning of the brand culture plays an important part in international branding, and finally put forward the strategies of translating brand culture in the process of brand name selection.

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“…The naming of a brand is critical. Hence, brand naming has interested researchers for many years (Peterson and Ross, 1972;Bergh et al, 1984;Robertson, 1987;Meyers-Levy, 1989;Heath et al, 1990;Maheswaran et al, 1992;Robertson, 1992;Chan and Huang, 1997;Sen, 1999;Klink, 2000Klink, , 2001Kohli and Suri, 2000;Dong and Helms, 2001;Kohli et al, 2005;Lowrey and Shrum, 2007;Wänke et al, 2007;Luna et al, 2013). For example, the well-known failure of Edsel (Ford) in marketing history has largely been attributed to its name (Haig, 2005).…”

Section: Introductionmentioning

confidence: 99%

A comprehensive framework of brand name classification

Arora

Kalro²,

Sharma³

2015

J Brand Manag

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Research on brand naming has recently taken center stage in marketing literature. This study formulates a comprehensive classification of brand names that incorporates frameworks from existing literature and current naming methods used by practitioners. A content analysis of the top 500 global brand names based on manifest content, across 11 product categories, was conducted to understand the current brandnaming trends. The results confirm extensive use of the promoter's name and place of origin (39.7 per cent of all brand names coded), compounding (34.1 per cent), abbreviations (18.2 per cent) and blending (7.9 per cent). Category-wise analysis indicates that certain categories, such as durables, follow the aggregate pattern of 61.5 per cent semantic word names, 53.0 per cent invented word names and 23.6 per cent non-word names. FMCG brands, on the other hand, show differing patterns because of disproportionately low abbreviations in the distribution. Further, χ 2 tests using equal expected frequencies of the three dimensions; semantic, invented and non-word names, showed that there appears to be significant differences in frequency between these dimensions. Practitioners may consider using these newly defined categories, such as semantically related acronyms, in creating distinctive brand names. This study also analyzes the use of sound symbolic names for brands.

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Brand Name Translation Model: A Case Analysis of US Brands in China

Cited by 17 publications

References 9 publications

Managing Digital Marketing Strategies in Emerging Markets: The Case of China

Managing Digital Marketing Strategies in Emerging Markets: The Case of China

Name Selection in International Branding: Translating Brand Culture

A comprehensive framework of brand name classification

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