Principles for brand naming in Chinese: The case of drinks

Allan K K CHAN, Yue Yuan HUANG

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)

Abstract

This is the third of a series of studies on Chinese brand naming using content analysis from a linguistic perspective. The first study generalized the principles guiding Chinese brands in terms of syllable pattern, tone pattern, compounding structure and semantic preference. The second looked at specific branding rules, focusing on two entirely different products: cosmetic products and bicycles. The present study, following the same linguistic framework of analysis, analyzes three groups of closely related products: spirits, beers, soft drinks, to see how these brands are creatively and distinctively constructed. Finds that the brand naming patterns of the three drinks are basically in agreement with the general Chinese branding principles, and the differences among them directly reflect the development, the consumer markets and characteristics of each product.

Original languageEnglish
Pages (from-to)309-318
Number of pages10
JournalMarketing Intelligence and Planning
Volume19
Issue number5
DOIs
Publication statusPublished - 1 Sep 2001

Scopus Subject Areas

  • Marketing

User-Defined Keywords

  • Brand names
  • Languages
  • Wines and spirits

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