Creating Effective Name Translations For Global Brands

Shi Zhang, University of California, Los Angeles
Bernd Schmitt, Columbia University
ABSTRACT - Past research on brand naming has focused almost exclusively on English name creation and has made little progress toward a conceptual understanding of brand name translations. We develop a framework for the creation of local names for global brands. Using Chinese as the local language to translate U.S. brands either phonetically (i.e., by sound) or phono-semantically (i.e., by sound plus meaning association), in two experiments we show that consumer evaluation of phonetic vs. phono-semantic names requires an analysis of the processing and mental representation of language and writing systems as well as a consideration of contextual factors.
[ to cite ]:
Shi Zhang and Bernd Schmitt (2001) ,"Creating Effective Name Translations For Global Brands", in NA - Advances in Consumer Research Volume 28, eds. Mary C. Gilly and Joan Meyers-Levy, Valdosta, GA : Association for Consumer Research, Pages: 388.

Advances in Consumer Research Volume 28, 2001     Page 388

CREATING EFFECTIVE NAME TRANSLATIONS FOR GLOBAL BRANDS

Shi Zhang, University of California, Los Angeles

Bernd Schmitt, Columbia University

ABSTRACT -

Past research on brand naming has focused almost exclusively on English name creation and has made little progress toward a conceptual understanding of brand name translations. We develop a framework for the creation of local names for global brands. Using Chinese as the local language to translate U.S. brands either phonetically (i.e., by sound) or phono-semantically (i.e., by sound plus meaning association), in two experiments we show that consumer evaluation of phonetic vs. phono-semantic names requires an analysis of the processing and mental representation of language and writing systems as well as a consideration of contextual factors.

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