Brand name translation model: A case analysis of US brands in China
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LILY C. DONG is a PhD student of marketing at University of Kentucky. Having lived and worked in both China and the USA, she is interested in cross-cultural studies of marketing issues. Her research interests include brand management, services marketing and customer loyalty in a cross-cultural setting. Lily Dong is a member of AMA and holds an MBA from University of Tennessee at Chattanooga. She worked as a professional translator for academic institutions and the tourism industry in China. Her working experience in the USA includes the International Client Services Division of ACNielsen BASES in Covington, KY, and the International Department of Synthetic Industries in Chattanooga, TN.
MARILYN M. HELMS is the sesquicentennial endowed chair and professor of management at Dalton State College (DSC). In addition, she is the director of DSC’s Center for Applied Business Studies, working closely with the area community and carpet manufacturing of research projects, seminars and training programmes. She teaches production and operations management classes as well as classes in quality. She holds a Doctorate of Business Administration Degree from the University of Memphis. She is a Certified Fellow in Production and Inventory Management (CFPIM) and a Certified Integrated Resources Manager (CIRM) of the American Production and Inventory Control Society, teaches certification review courses for APICS and serves as Educational Director for the local Tri-State Chapter of APICS.
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. Lily C. Dong Doctoral Candidate, School of Management, University of Kentucky, Marketing Department, 455 Gatton Business and Economics Building, Lexington, KY 40506-0034, USA Tel: ⫹1 859 257 2962; Fax: ⫹1 859 257 3577; E-mail: [email protected] Marilyn M. Helms, DBA, CFPIM, CIRM Professor and Sesquicentennial Endowed Chair, Division of Business and Technology, Dalton State College, 213 N. College Drive, Dalton, GA 30720-3797, USA Tel: ⫹1 706 272 2600; Fax: ⫹1 706 272 4525; E-mail: [email protected]
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 mak
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