A Linguistic Overview of Brand Naming in the Chinese-speaking World

« previous article | next article »

DC Field	Value
dc.identifier	ECF_article_75
dc.title	A Linguistic Overview of Brand Naming in the Chinese-speaking World
dc.contributor.author	Basciano Bianca
dc.publisher	Edizioni Ca’ Foscari - Digital Publishing
dc.type	Research Article
dc.language.iso	en
dc.identifier.uri	http://edizionicafoscari.it/en/edizioni4/riviste/annali-di-ca-foscari-serie-orientale/2016/1/a-linguistic-overview-of-brand-naming-in-the-chine/
dc.description.abstract	Brand names are a crucial component of marketing strategies, since they influence brand perception. Chinese consumers seem to be very sensitive to brand names, and thus the choice of an effective brand name is very important for the acceptance of a particular product or service by the public. Generally speaking, there seems to be a tendency towards localization of brand names: foreign brand names undergo adaptation to various degrees in order to meet the needs of the Chinese consumers. A good knowledge of the Chinese language and culture is essential to understand brand naming practices in the Chinese-speaking world and to create suitable Chinese versions of foreign brand names. Here the main linguistic strategies adopted for the creation of Chinese brand names and for the translation of foreign brand names into Chinese are discussed, also highlighting some cultural factors which affect brand naming creation.
dc.relation.ispartof	Annali di Ca’ Foscari. Serie orientale
dc.relation.ispartof	Vol. 52 \| June 2016
dc.issued	2016-06-30
dc.dateAccepted	2016-01-20
dc.dateSubmitted	2015-03-19
dc.identifier.issn
dc.identifier.eissn	2385-3042
dc.rights	Creative Commons Attribution 4.0 International Public License
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/
dc.identifier.doi	10.14277/2385-3042/AnnOr-52-16-10
dc.peer-review	yes
dc.subject	Brand names
dc.subject	Brand names
dc.subject	Localization
dc.subject	Localization
dc.subject	Translation
dc.subject	Translation
dc.subject	Word formation
dc.subject	Word formation

Research Article
open access peer reviewed

Bianca Basciano Università Ca’ Foscari Venezia, Italia

VIEW PDF DOWNLOAD PDF

abstract

Brand names are a crucial component of marketing strategies, since they influence brand perception. Chinese consumers seem to be very sensitive to brand names, and thus the choice of an effective brand name is very important for the acceptance of a particular product or service by the public. Generally speaking, there seems to be a tendency towards localization of brand names: foreign brand names undergo adaptation to various degrees in order to meet the needs of the Chinese consumers. A good knowledge of the Chinese language and culture is essential to understand brand naming practices in the Chinese-speaking world and to create suitable Chinese versions of foreign brand names. Here the main linguistic strategies adopted for the creation of Chinese brand names and for the translation of foreign brand names into Chinese are discussed, also highlighting some cultural factors which affect brand naming creation.

Published

June 30, 2016

Accepted

Jan. 20, 2016

Submitted

March 19, 2015

Language

Keywords: Translation • Localization • Word formation • Brand names

permalink http://doi.org/10.14277/2385-3042/AnnOr-52-16-10

Copyright: © 2016 Bianca Basciano. This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.

References to this chapter

How to cite