Localization in International branding: a preliminary investigation on Chinese names of foreign brands in Hong Kong

International product policies, of which one of the important sub-areas is international branding, is among the top ten key subject areas that researchers are encouraged to study in order to strengthen the global marketing discipline (Hampton and van Gent, 1984).

Localization in international branding

Allan KK Chan

 

International product policies, of which one of the important sub-areas is international branding, is among the top ten key subject areas that researchers are encouraged to study in order to strengthen the global marketing discipline (Hampton and van Gent, 1984). International branding is a localization process. This paper reports a preliminary effort to investigate this process by studying 261 localized Chinese brand names of foreign brands being marketed in Hong Kong. These localized brand names are found to be of reasonable length, easily pronounceable, and containing either positive or neutral connotations by...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands