Brand Naming Practices Of Chinese Enterprises: A Tentative Model
Literature review suggests that Western researchers adopt the stepwise approach to investigate the brand naming process and develop models and tenets for brand naming practices. Notably, however, management researchers query the applicability of the broad Western brand naming principles in a Chin...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2000
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| Subjects: | |
| Online Access: | http://eprints.usm.my/35464/1/5-2-5.pdf http://eprints.usm.my/35464/ http://web.usm.my/aamj/5.2.2000/5-2-5.pdf |
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| Summary: | Literature review suggests that Western researchers adopt the stepwise approach to
investigate the brand naming process and develop models and tenets for brand
naming practices. Notably, however, management researchers query the
applicability of the broad Western brand naming principles in a Chinese sociocultural context. This paper examines the brand naming practices of Chinese
enterprises. Eleven Chinese managers were in-depth interviewed. The research
results reveal that Chinese managers tend to follow a four-step approach in
choosing brand names. They are: 1) generating brand names, 2) screening brand
names, 3) choosing brand names, and 4) applying for registration. Chinese
managers tend to use ‘good luck’ and ‘foreign-sounding’ frequently to evaluate
brand names. Advertising agencies and brand consultants are involved in the
evaluation process. Interestingly, government officials are influential in the brand
naming decision of Chinese enterprises. However, few enterprises undertake formal
research such as consumer surveys to evaluate brand names. Most Chinese
enterprises, to play safe, register for more than one brand name to establish a name
pool. The research findings suggest that the Eastern and Western brand naming
processes are different and there is a need to develop a Chinese brand naming
model. |
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