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Chinese and English Brand Naming: Translation, Recall and Recognition

Yimin Tong

Abstract


The memory of a brand name is one of the key factors to evaluate whether a brand name is successful or not. Given that more and more Chinese products are entering the international market, it is important to understand how consumers process information in names of brand, and it is even more important to translate the Chinese brands into the world market in a way to enhance the value of Chinese Brands. This paper reviews the Chinese-English translation strategies for Chinese brands, and the related factors infl uencing recall and recognition of brand names.

Keywords


Brand naming; Chinese-English; Translation; Recall; Recognition

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References


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DOI: http://dx.doi.org/10.18686/ahe.v7i17.9060

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