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Brand Name Translation Model: A Case Analysis of US Brands in China

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Advances in Chinese Brand Management

Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

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Abstract

While it is common in the USA to see advertisements or hear commercials urging consumers to drink Coca-Cola, snack on Keebler crackers, drive Fords or smoke Marlboro cigarettes, one seldom considers the meaning of brand names abroad. Yet few brands mean the same thing across cultures. In China, Coca-Cola means ‘tastes good and makes you happy’, Keebler means ‘rare treasure’ Ford means ‘happy and unique or special’, and Marlboro means ‘a road with 10,000 treasures’.

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Authors
  1. Lily C. Dong
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  2. Marilyn M. Helms
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Editor information

Editors and Affiliations

  1. Brunel University London, UK

    John M. T. Balmer  & Weifeng Chen  & 

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Dong, L.C., Helms, M.M. (2017). Brand Name Translation Model: A Case Analysis of US Brands in China. In: Balmer, J.M.T., Chen, W. (eds) Advances in Chinese Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-352-00011-5_7

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