case study- When There Is More to a Name
Products in Asia often carry brand names that are translated from their original names. They are either direct translations (which result in a different sounding but same-meaning name in the local language) or phonetic translations (which result in the same sound but likely different meaning). Given the globalization of markets, marketers not only need to decide whether to translate their brand names but also must consider the form, content, style, and image of such translations.
In Europe and the Americas, brand names such as Subway and Sharp have no meaning in themselves, and few are even aware of the origins of the name. But to Chinese-speaking consumers, brand names include an additional dimension: meaning. Subway means "tastes better than others" and Sharp stands for "treasure of sound." Chinese and Western consumers share similar standards when it comes to evaluating brand names. Both appreciate a brand name that is catchy, memorable, distinct, and says something indicative of the product. But because of cultural and linguistic factors, Chinese consumers expect more in terms of how the names are spelled, written, and styled and whether they are considered lucky. When Frito-Lay introduced Cheetos in the Chinese market, it did so under a Chinese name that translates as "Many Surprises," in Chinese qi duo-roughly pronounced "chee-do."
Other similar examples include:
BMW: -precious horse
Budweiser: -hundreds of power and influence
Heineken: -happy and powerful
Rejoice: -waving and softening
Windows: -a window of vision
J&J: -strong life
Gucci: -classic pose
Ikea: -pleasant home
Canon: -perfect capability
E-land: -love the clothes
Land Rover: -tiger on the road
Haier: -sounds like "higher"
A name is like a work of art, and the art of writing (shufa-calligraphy) has had a long tradition all over Asia. Reading Chinese relies more on the visual processes, whereas reading English is dominated by phonological processes (affecting, for example, the processing of features such as font style and color). A name has to look good and be rendered in appealing writing, thereby functioning like a logo or trademark. Companies will consequently have to take into account this dimension of Chinese and Chinese-based languages such as Korean, Japanese, and Vietnamese when they create corporate and brand names and related communications strategies.
SOURCES: Nader T. Tavassoli, "Would a 'Rose' in Chinese Smell as Sweet?" Business Strategy Review, Summer 2007, 35-39; Nader Tavassoli and Jin K. Han, "Auditory and Visual Brand Identifiers in Chinese and English," Journal of International Marketing 10, no. 2 (2002): 13-28; F. C. Hong, Anthony Pecotich, and Clifford J. Schultz, "Brand Name Translation: Language Constraints, Product Attributes, and Consumer Perceptions in East and Southeast Asia," Journal of International Marketing 10, no. 2 (2002):29-45; and June N. P. Francis, Janet P. Y. Lam, and Jan Walls, "The Impact of Linguistic Differences on International Brand Name Standardization, " Journal of International Marketing 10, no. 1 (2002): 98-116.
When There is More to a Name
You will create an 2-page minimum (plus separate cover and reference pages) analysis based on the attached case study titled, When There is More to a NamePreview the documentView in a new window,View in a new window International Marketing (2013). Your analysis will include responses to the following points:
Specific examples of marketing messages that are distorted due to language barriers
Recommendations for multinational marketing managers
Your demonstration of understanding of the essential multinational marketing concepts
Your use of real world examples
Integration and use of specific marketing terminologies
A minimum of 2 cited references to external sources of credible business information on each page of your analysis. See the syllabus for a list of recommended sources.