Branding in China: Global product strategy alternatives

Ilan Alon, Romie F. Littrell, Kit Kwong Allan Chan

Research output: Chapter in book/report/conference proceedingConference contribution


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. © 2009, Emerald Group Publishing Limited
Original languageEnglish
Title of host publicationAABRi Conference Orlando 2009 Proceedings
Publication statusPublished - Sep 2009
EventAcademic and Business Research Institute Conference Orlando 2009 (AABRI) - Orlando, United States
Duration: 24 Sep 200926 Sep 2009


ConferenceAcademic and Business Research Institute Conference Orlando 2009 (AABRI)

User-Defined Keywords

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


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