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如何在多语言国际市场创建本地品牌的策略研究
Title:Creating Local Brands in Multilingual International Markets.
Authors:Zhang, Shi1
Document Type:
Article
Subject Terms:
*BRAND name products
*INTERNATIONAL markets
*BRAND equity
*MARKETING research
LINGUISTIC analysis (Linguistics)
PHONETICS
SEMANTICS
COGNITIVE analysis
TRANSLATIONS
CHINESE language
ENGLISH language
NAICS/Industry Codes :
541910 Marketing Research and Public Opinion Polling
Abstract:
Despite the importance of decisions regarding international brand names, research on brand naming has focused primarily on English name creation. The authors conceptualize the local brand-name creation process in a multilingual international market. The authors present a framework that incorporates (1) a linguistic analysis of three translation methods--phonetic (i.e., by sound), semantic (i.e., by meaning), and phonosemantic (i.e., by sound plus meaning)--and (2) a cognitive analysis focusing on the impact of primes and expectations on consumer name evaluations. Using dual English-and-Chinese brand names, the authors show that the effectiveness of the translation depends on the emphasis of the original English name (versus the Chinese name) and the method of translation used previously for brand names within the same category.
[ABSTRACT FROM AUTHOR]
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Author Affiliations:
1University of California, Los Angeles
2Columbia Business School
Full Text Word Count:
10668
ISSN:
0022-2437
Accession Number:
5046379
Persistent link to this record (Permalink):
Database:
Business Source Premier
Publisher Logo:
HTML Full Text
CREATING LOCAL BRANDS IN MULTILINGUAL INTERNATIONAL MARKETS
Contents
1. EXPERIMENT 1: NAME EMPHASIS
2. EXPERIMENT 2: PRIOR NAMING METHOD
3. EXPERIMENT 3: THE ROLE OF FOREIGN IMAGE
4. GENERAL DISCUSSION
5. Table 1 STIMULUS BRAND NAMES AND PRETEST RESULTS
6. REFERENCES
Despite the importance of decisions regarding international brand names, research on brand naming has focused primarily on English name creation. The authors conceptualize the local brand-name creation process in a multilingual international market. The authors present a framework that incorporates (1) a linguistic analysis of three translation methods-phonetic (i.e., by sound), semantic (i.e., by meaning), and phonosemantic (i.e., by sound plus meaning)-and (2) a cognitive analysis focusing on the impact of primes and expectations on consumer name evaluations. Using dual English-and-Chinese brand names, the authors show that the effectiveness of the translation depends on the emphasis of the original English name (versus the Chinese name) and the method of translation used previously for brand names within the same category. #p#分页标题#e#
Wherever a company introduces a product into a foreign market, one of its critical market entry decisions is the choice of a local brand name. From the classic "Nova" blunder meaning "no go" in Spanish to Clairol's "Mist Stick" suggesting "manure" in German to the rumored original name for Coca-Cola meaning "bite the wax tadpole" in Chinese, several prior cases of naming blunders have shown how cautiou
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