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Applying brand names to international markets remains a challenge to multinational corporations. Consumers’ sociolinguistic backgrounds shape their responses to brand names. This paper uses a sociolinguistic approach as a conceptual framework in understanding brand naming and translating in the Chinese market. The approach promotes that sociolinguistics a) recognizes linguistic competence, b) advances symbolic values imbedded in linguistic forms, and c) renders attached social valence to cultural scrutiny. Three brand‐naming cases in China are presented for discussion, which may benefit multinational corporations on brand decisions involving Chinese consumers.

Outlines the development of the Asia Pacific Economic Co‐operation Forum (APEC), which began as a deliberately informal discussion group in 1989, and traces the evolution of its membership and organizational structure. Summarizes the research and planning work undertaken to date, pointing out that decisions are consensus‐based and not binding on members. Lists the issues identified as crucial to the Asian economic crisis by the 1998 APEC meeting and discusses its role in Asia and in the global economy. Admits that significant, tangible results have been few so far and considers the reasons why; but believes it has the potential to “establish itself as a viable force in dealing with the economic problems of its members”.

The increase in multinational companies and the rising level of global interdependency has brought to light the crucial need of producing business graduates who can successfully function and compete in an international society. It has become imperative that colleges of business not only produce graduates with all the qualities that make good managers in national companies but also with those qualities that will enable graduates to function in multinational companies. With multicultural employees increasing in number in American companies, international companies moving into the US, and US companies functioning internationally, it is imperative for today's business graduates to develop international business skills.