The Brand‐naming Enigma in the Asia Pacific Context

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 August 1990

Abstract

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.

Keywords

Citation

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

Publisher

:

MCB UP Ltd

Copyright © 1990, MCB UP Limited

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