Branding in China: Global Product Strategy Alternatives

Ilan Alon, Romie F. Littrell, Allan K K Chan

    Research output: Contribution to journalReview articlepeer-review

    9 Citations (Scopus)


    This article reviews and discusses issues in the translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. Cultural context, pronunciation, written vs. oral language, and the meaning of characters are just a few examples of such difficulties. We discuss four global product-naming strategic alternatives available to country/brand managers, along with their usage. The four approaches include (1) dual extension, (2) brand meaning extension, (3) brand feeling extension, and (4) dual adaptation. We also provide examples of brands utilizing the different approaches.

    Original languageEnglish
    Pages (from-to)123-142
    Number of pages20
    JournalMultinational Business Review
    Issue number4
    Publication statusPublished - 11 Nov 2009

    Scopus Subject Areas

    • Business and International Management
    • Business, Management and Accounting(all)

    User-Defined Keywords

    • Brand feeling extension
    • Brand meaning extension
    • Branding
    • Branding in China
    • Dual adaptation
    • Dual extension
    • Global product strategy


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