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.

Introduction

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). Consumers understand a brand via the brand name and the associations it elicits, at least initially (Lerman, 2007, p. 79). Accordingly, the translation of brand names influences how the brands are received in the target context. Introducing brand names from English, a phonographic language, to Chinese, a logographic language, is challenging due to the differences between the two language and...

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