search query: @author Roberts, C. J. / total: 2
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| Author: | McDonald, G. M. Roberts, C. J. |
| Title: | The brand-naming enigma in the Asia Pacific context. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:8, p. 6-19 |
| Index terms: | BRAND NAMES ASIA PACIFIC, THE MARKETING CONCEPT |
| Language: | eng |
| Abstract: | Literature about the question: "What makes for the most appropriate brand name?" is reviewed and divided into psycho-linguistic, descriptive and prescriptive categories. International branding strategies are discussed as world brand, middle ground and localization strategies. A review of the Asia Pacific region reveals that all three strategies are in existence. Specific problems, as cultural sensitivity, symbolism, language, the vagaries of pronounciation, translation and linguistic aesthetics, and the use of names are considered. Marketers are strongly urged to go beyond professionally supplied market literature and tap the more deeply rooted socio-psychological influence. |
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