Chinese Brand Names in English: An Outline of the Main Adoption Methods

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989592%3A15210%2F17%3A73582386" target="_blank" >RIV/61989592:15210/17:73582386 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Chinese Brand Names in English: An Outline of the Main Adoption Methods
Original language description
Before entering a foreign market, there are a number of factors that have to be considered. Apart from other things, an understanding of the cultural context should be involved in the preparation process. Despite language differences, brands are often presented to foreign customers under unchanged name, among others to ensure the brand integrity. Difficulties might arise, however, when entering a country with a different type of writing system, such as in the case of Chinese companies expanding to Latin alphabet countries. They are faced with a decision as to which way to go when choosing the name in English. There are two main approaches that can be taken into consideration: phonetic similarity or semantic equivalence. The combination of the two, of course, can best convey the brand's essence. This paper provides an overview of adoption methods used by Chinese companies when choosing English versions of their brand names.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Knowledge for Market Use 2017: People in Economics - Decisions, Behaviour and Normative Models
ISBN
978-80-244-5233-3
ISSN
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e-ISSN
neuvedeno
Number of pages
7
Pages from-to
1148-1154
Publisher name
Palacký University
Place of publication
Olomouc
Event location
Olomouc
Event date
Sep 7, 2017
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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