Brand naming in China: a linguistic approach

Abstract

Brand names contribute to product success. Studies on brand naming have been mainly conducted in western countries with western European languages and few researchers have focused on how cultural and linguistic diversity is related to brand naming. Attempts to fill the gap by investigating the linguistic content of brand names in the People’s Republic of China. Analyses over 500 brand names of Chinese award‐winning products. Generalizes the characteristics of Chinese brand naming and identifies the preferred syllabic, tonic, semantic and morphological structures. Aims to provide guidance to local marketers to generate a good Chinese brand name in their culture and international marketers to properly localize an international brand in Chinese words in order to enhance business success in the Chinese market.