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...