The presentation of brand personality in English-Chinese brand name translation

The brand name is an important asset of a business, for consumers rely on brand names to identify goods for purchase.


Brand names form an essential part of advertising campaigns and an important asset for businesses (Y. H. Lee & Ang, 2003, p. 323). Consumers rely heavily on them to identify goods and services for purchase (Zaichkowsky, 2010, p. 549).

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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