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Wine Brand Naming in China

Wine Brand Naming in China In international marketing the search for suitable brand names is complicated by a number of issues. One of these is the decision as to whether to standardize, localize, or use some form of intermediate adapted strategy. In the case of the PR China, the situation is more complex still, owing to a number of factors, but, particularly because of its completely different logographic language structure. This paper examines several of the key issues in wine brand naming and then reports an empirical study into Chinese consumers' reactions to live different naming strategies, each applied to a selection of wine brands. The results indicated that the original foreign brand name was the most appealing whilst a Translation plus Transliteration with Positive Connotation naming strategy was the second most appealing approach. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Wine Brand Naming in China

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008763
Publisher site
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Abstract

In international marketing the search for suitable brand names is complicated by a number of issues. One of these is the decision as to whether to standardize, localize, or use some form of intermediate adapted strategy. In the case of the PR China, the situation is more complex still, owing to a number of factors, but, particularly because of its completely different logographic language structure. This paper examines several of the key issues in wine brand naming and then reports an empirical study into Chinese consumers' reactions to live different naming strategies, each applied to a selection of wine brands. The results indicated that the original foreign brand name was the most appealing whilst a Translation plus Transliteration with Positive Connotation naming strategy was the second most appealing approach.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Mar 1, 2003

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