Luck of the Draw: Creating Chinese Brand Names

In the Asia-Pacific region, supernatural beliefs traditionally are believed to have a strong influence on product sales performance.

Luck of the Draw: Creating Chinese Brand Names

William Li ChangChina Institute of Technology, Taiwan

Peirchyi LiiAsia University, Taiwan


The “Chinese commonwealth” (including China, Hong Kong, Macao, Singapore, and Taiwan) not only is the fourth-largest global economic power (trailing only Europe, Japan, and the United States; Kao, 1993), but is also one of the world's largest consumer markets. Global enterprises cannot afford to ignore the Chinese market. An effective means of creating and maintaining a successful and profitable position in a global market is to establish reputable brands (Aaker, 1996) in different key markets. Consequently, developing a...

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