The Brand‐naming Enigma in the Asia Pacific Context

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 August 1990


Some of the issues confronted by marketers in determining the appropriateness of brand names in the Asia Pacific region are discussed. More specifically, the concern is with the impact of rich and diverse cultural environments upon conventional wisdom in relation to the brand‐naming process and related marketing policy pertaining to operations in the region.



McDonald, G.M. and Roberts, C.J. (1990), "The Brand‐naming Enigma in the Asia Pacific Context", European Journal of Marketing, Vol. 24 No. 8, pp. 6-19.




Copyright © 1990, MCB UP Limited

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

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.