A Chinese Name: Necessary Or Not

Topics:
Brand Management,
Brand Strategy
Tags:
Brand,
Branding,
Marketing,
Name
Source:
LABBRAND China Consulting

FREE Registration is required

Overview: Maybe some people believe that it is not necessary for a foreign brand to be given a Chinese name when it enters China. Take LV as an example, only a few people are aware of its Chinese name. One can see only 'LV' even in the flagship store located in Shanghai. Some people believe that a Chinese name is not necessarily needed even for a Chinese domestic brand, because by using an English name, a Chinese brand can appear like an international one. TCL, a Chinese brand without a Chinese name, is a good example of such a mindset.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: HTML | Date: Aug 2006 | Pages: 4

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