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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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&apos;s essence. This paper provides an overview of adoption methods used by Chinese companies when choosing English versions of their brand names.

Název v anglickém jazyce

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

Popis výsledku anglicky

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&apos;s essence. This paper provides an overview of adoption methods used by Chinese companies when choosing English versions of their brand names.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

60202 - Specific languages

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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

Počet stran výsledku

7

Strana od-do

1148-1154

Název nakladatele

Palacký University

Místo vydání

Olomouc

Místo konání akce

Olomouc

Datum konání akce

7. 9. 2017

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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