To read the full version of this content please select one of the options below:

Chinese brand naming: a linguistic analysis of the brands of ten product categories

Allan K.K. Chan (Professor, School of Business, Hong Kong Baptist University, Hong Kong, China)
Yue‐Yuan Huang (Assistant Professor, Language Centre, Hong Kong Baptist University, Hong Kong, China)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 April 2001

5030

Abstract

Reports a study of 1,304 Chinese brand names of ten types of products in China. These brand names are content analyzed following a linguistic approach which the authors developed from their earlier studies. The ten types of brand names are presented in three broad categories representing the three different developing stages of the consumer product industry in China: brands of traditional products (illustrated by matches and spirits), brands of traditional products with current development (illustrated by bicycles, shoes, and toothpastes), and brands of new and modern products (illustrated by cosmetics, soft drinks, washing machines, refrigerators and TV sets). The conclusion drawn from the analysis is that one of the variables in determining how linguistic principles are being applied to Chinese brand naming is the respective stages of development of such products in the context of the Chinese market economy.

Keywords

Citation

Chan, A.K.K. and Huang, Y. (2001), "Chinese brand naming: a linguistic analysis of the brands of ten product categories", Journal of Product & Brand Management, Vol. 10 No. 2, pp. 103-119. https://doi.org/10.1108/10610420110388663

Publisher

:

MCB UP Ltd

Copyright © 2001, MCB UP Limited

Related articles