TY  - JOUR
AB  - 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.
VL  - 10
IS  - 2
SN  - 1061-0421
DO  - 10.1108/10610420110388663
UR  - https://doi.org/10.1108/10610420110388663
AU  - Chan Allan K.K.
AU  - Huang Yue‐Yuan
PY  - 2001
Y1  - 2001/01/01
TI  - Chinese brand naming: a linguistic analysis of the brands of ten product categories
T2  - Journal of Product & Brand Management
PB  - MCB UP Ltd
SP  - 103
EP  - 119
Y2  - 2024/09/23
ER  -