Skip to main content
Article thumbnail
Location of Repository

2 Chinese Brand Naming:

By Allan K. K. Chan, Allan K. K. Chan and Yue-yuan HuangLanguage Centre, Professor Allan, K. K. Chan, Allan K. K. Chan and Yue-yuan Huang

Abstract

This paper reports a study of 1,304 Chinese brand names of ten types of products in China. These brand names are content analyzed following a linguistic approach which the authors developed from their earlier studies. The ten types of brand names are presented in three broad categories representing the three different developing stages of consumer product industry in China: brands of traditional products (illustrated by matches and spirits), brands of traditional products with current development (illustrated by bicycles, shoes, and toothpastes), and brands of new and modern products (illustrated by cosmetics, soft drinks, washing machines, refrigerators and TV sets). The conclusion drawn from the analysis is that one of the variables in determining how linguistic principles are being applied to Chinese brand naming is the respective stages of development of such products in the context of the Chinese market economy. Keywords

Topics: Brand names, Chinese brand naming principles, Linguistic analysis, Chinese market economy. 3 Chinese Brand Naming
Year: 2011
OAI identifier: oai:CiteSeerX.psu:10.1.1.194.3038
Provided by: CiteSeerX
Download PDF:
Sorry, we are unable to provide the full text but you may find it at the following location(s):
  • http://citeseerx.ist.psu.edu/v... (external link)
  • http://net2.hkbu.edu.hk/~brc/C... (external link)
  • Suggested articles


    To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.