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CREATING LOCAL BRANDS IN MULTILINGUAL INTERNATIONAL MARKETS
Contents
1. EXPERIMENT 1: NAME EMPHASIS
2. EXPERIMENT 2: PRIOR NAMING METHOD
3. EXPERIMENT 3: THE ROLE OF FOREIGN IMAGE
4. GENERAL DISCUSSION
5. Table 1 STIMULUS BRAND NAMES AND PRETEST RESULTS
6. REFERENCES
Despite the importance of decisions regarding international brand names, research on brand naming has focused primarily on English name creation. The authors conceptualize the local brand-name creation process in a multilingual international market. The authors present a framework that incorporates (1) a linguistic analysis of three translation methods-phonetic (i.e., by sound), semantic (i.e., by meaning), and phonosemantic (i.e., by sound plus meaning)-and (2) a cognitive analysis focusing on the impact of primes and expectations on consumer name evaluations. Using dual English-and-Chinese brand names, the authors show that the effectiveness of the translation depends on the emphasis of the original English name (versus the Chinese name) and the method of translation used previously for brand names within the same category.
Wherever a company introduces a product into a foreign market, one of its critical market entry decisions is the choice of a local brand name. From the classic "Nova" blunder meaning "no go" in Spanish to Clairol's "Mist Stick" suggesting "manure" in German to the rumored original name for Coca-Cola meaning "bite the wax tadpole" in Chinese, several prior cases of naming blunders have shown how cautious marketing managers must be in approaching naming decisions. Yet there are also many examples of brand names that have acquired positive nuances in foreign markets. For example, the Chinese characters now used to represent the name Coca-Cola mean "tastes good and makes you happy," and those used for Colgate toothpaste mean "highly clear and clean." In the global marketplace, local names can add to-or destroy-established brand equity (Aaker 1991, p. 263; Keller 1998, p. 550; Kohli and LaBahn 1997; Schmitt and Simonson, 1997, Ch. 10).
As a result, companies invest substantial resources in brand-name creation in an international context. For example, companies often engage multiple parties--including marketing managers, naming agencies, corporate-identity firms, advertising firms, customers, and distributors--in the name-selection process (Javed 1993; Shipley, Hooley, and Wallace 1988) in an effort to safeguard themselves against failures in foreign markets.

讨论

1实验结果表明，没有特别的命名方式，一般最积极的评价。相反，其效果取决于是否为假设语音和语义编码，是由一对引物的英文或中文名称的重视。

使用前面描述的框架，并与翻译分析的起点，我们调查的编排形式（中文或英文的代写留学生论文重点）的认知分析是最积极的评价是翻译的类型。正如所料，当中国的消费者接触到一个健全的翻译，他们更喜欢的英文名称，而不是中文名称加以强调。换言之，英国的重点在于建立一个拼音的名字，而这又是在积极的确认和评估结果的期望。对于phonosemantic命名方式，但是，正如所料，没有两个重点条件不同，因为根据我们的假设，这种情况可提供命名所列出的英文及中文强调了预期的条件。