The Brand‐naming Enigma in the Asia Pacific Context
Article 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. https://doi.org/10.1108/EUM0000000000611
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