![]() They are eager to be categorized with celebrities and authority figures. Chinese people want to demonstrate that they belong to an elite group. Buyers intend to show their own personality through the brand identity of the products they buy.Īlthough both Western and Chinese consumers make purchases to affect other people’s perceptions of them, they are doing it for different purposes. A brand name which is unrelated to any electronic products has become an esteemed symbol of “coolness”. Perhaps the most classic example of such individuality is the success of Apple. Furthermore, a consumer’s choice of brands communicates the unique identity and attributes of the consumer themselves. Relatively higher income levels and diversity of branded products enable Western consumers to pay more attention to the unique attributes and functionalities of the products. Both German retail firm Metro (麦德龙, màidélong, meaning “grain-virtue/German-dragon”), and auto manufacturer Citroen (雪铁龙, xuětǐelóng, or “snow-iron-dragon”) uses the term to convey the physical power of both its products and its clients through the Chinese brand names.ĭifferences between China and Western CountriesĪfter acquainting ourselves with these two transliteration methods, we may notice a difference between China the Chinese market as opposed to western countries. Dragon (龙, lóng), on the other hand, represents legendary dominance over others and unequalled raw power. The driver of a Land Rover (路虎lùhǔ or “the tiger of the road”) SUV is given a sense of unrelenting ambition and determination to succeed, hidden behind a classy and elegant appearance. For example, 虎(hǔ), meaning tiger, represents ferocity and aggressiveness. One set of characters that fulfil such a purpose is those of respected animals and creatures. Characters with straightforward and well-understood definitions and/or references to power are strongly preferred in these brands. The first is to have the Chinese brand convey a sense of power and grandeur. There are two main ways to achieve the status-raising result. The firms who choose a Chinese name which is phonetically similar to but reflect different attributes than their original brand name have turned to creating Chinese transliterations that effectively appeal to Chinese consumer’s aspirations for status. Both sources attest to the importance Chinese people place on being recognized and admired by others for their actions, a principle that also holds true for their choice of brands. ![]() The argument is affirmed by a McKinsey research report on Chinese consumer behaviour, which notes the strong influence of the opinions of family and friends on purchasing decisions of the average Chinese consumer. In his research of Cultural Dimensions, Dutch writer Geert Hofstede viewed China’s low score for individualism as evidence for the importance of adherence to the collective cultural heritage. There is a tendency for Chinese consumers to purchase products that can increase their status in the eyes of others. This article will discuss the second strategy by providing advice on two transliteration methods and outlining potential benefits. Others select characters that are phonetically similar to the foreign name but reflect different brand attributes. Under such circumstances, some companies decide to use characters that are phonetically similar to the original brand name but hold no meaning or relevant association to the original brand. ![]() Phonetically Similar Name with Different Brand Attributes Similarly, for German auto firm BMW, the transliteration宝马 (bǎomǎ), meaning “treasure horse,” correctly infers the luxury and reliability of its cars. The three character combination not only sounds like its French name but also conveys the desired qualities of a supermarket providing products that enrich family life. This name means “home/family-happy-fortunate”. For example, the French retailer Carrefour has chosen家乐福 (jiālèfú) as its brand name in the Chinese market. When their industries have clear and commonly acknowledged set of desirable characteristics, they feel that if such key attributes are implied in the transliterations of the original brand names, their resulting Chinese brand names can be accepted by most Chinese consumers.Īnd for many firms, this strategy has worked. Some firms entering the Chinese market have used fairly straightforward Chinese naming strategies. But simply reminding the local consumers of the foreign origin with a phonetically similar local name is not enough: the literary nature of Chinese language forces firms to carefully consider the character combinations of their brand names before launching their products and services in China. Presenting a strong brand in the Chinese language can be considered a necessity for an international firm entering the Chinese market.
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