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Business Article

An article in Harvard Business Review’s September 2012 issue stresses upon the importance of carefully picking a brand name in China and this even applies to global brand names with high brand recognition rates worldwide. The article mentions that choosing the right brand name is more difficult task in China than in most other countries because Chinese language is quite complex, with thousands of characters and each with many meanings and pronunciations. The article suggests four strategies for adopting a brand name in China which include leaving the brand name intact in China (No Adaptation), choosing a brand name with similar sound (Sound Adaptation), choosing a brand name with similar meaning though different sound (Meaning Adaptation, and choosing a brand name with quite similar sound and meaning (Dual Adaptation) (Fetscher, Alon, Littrell, & Chan, 2012).