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| Author: | Schmitt, B. H. |
| Title: | Language and visual imagery: issues of corporate identity in East Asia (Markenimage, betrieblicher Export, sales management) |
| Journal: | Columbia Journal of World Business
1995 : WINTER, VOL. 30:4, p. 28-36 |
| Index terms: | |
| Freeterms: | CHINA, PUBLIC RELATIONS |
| Language: | eng |
| Abstract: | The author points out that corporate identity, the names and symbols that businesses use to represent them in East Asia, must be defined differently than in the West in order to appeal to regional clients and customers. This article summarizes the author's research on the linguistic and cultural factors pertinent to naming and visual identity issues and illustrates how strong sales in East Asia can be partially attributed to an appreciation of these factors. |
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