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Abstract
Appropriate brand names make a significant difference in the successful introduction of new brands in the USA and abroad. Developing a world brand is more than just a careful translation exercise, as meanings vary greatly across norms, attitudes, beliefs and cultures. This study examines the influence of brand names on brand equity, specifically focusing on US brands in the Chinese culture as a case study. The study analyses the current patterns of brand name translation and proposes a preliminary theory-building initiative for international branding. Profiles of the key classifications of market segments in China are also included, along with a discussion of issues unique to the Chinese language.
INTRODUCTION
While it is common in the USA to see advertisements or hear commercials urging consumers to drink CocaCola, snack on Keebler crackers, drive Fords or smoke Marlboro cigarettes, one seldom considers the meaning of brand names abroad. Yet few brands mean the same thing across cultures. In China, Coca-Cola means `tastes good and makes you happy', Keebler means ,rare treasure' Ford means `happy and unique or special', and Marlboro means 'a road with 10,000 treasures'.
These US brands enjoy success in the Chinese market due in large part to their well-translated meaning. As recognised by Peter and Olson,' `the choice of a brand name can be highly important for the success of the product because of the various meanings the brand name can activate from consumers' memories'. Because Chinese customers purchase these products not only for their personal consumption but also as gifts for holidays and special occasions, the symbolic meaning of a brand name may greatly influence their purchase decision. Therefore, choosing a brand name is more than simply a translation exercise. Culture, norms, values, traditions and history must be considered when translating a brand name into Chinese.
A well-known taboo in gift giving in China is giving a clock, because `sending someone a clock' sounds exactly the same as the phrase `sending someone to death'. If a brand name has a similar cultural effect like the word clock, both the brand's image and its sales will suffer. Consider the effects of a wellresearched brand. It is always good for a newly wedded couple to drive a `happy and special' (Ford) car...