Principles for brand naming in Chinese: the case of drinks

ISSN： 0263-4503

Source： Marketing Intelligence & Planning, Vol.19, Iss.5, 2001-08, pp. : 309-318

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Abstract

This is the third of a series of studies on Chinese brand naming using content analysis from a linguistic perspective. The first study generalized the principles guiding Chinese brands in terms of syllable pattern, tone pattern, compounding structure and semantic preference. The second looked at specific branding rules, focusing on two entirely different products: cosmetic products and bicycles. The present study, following the same linguistic framework of analysis, analyzes three groups of closely related products: spirits, beers, soft drinks, to see how these brands are creatively and distinctively constructed. Finds that the brand naming patterns of the three drinks are basically in agreement with the general Chinese branding principles, and the differences among them directly reflect the development, the consumer markets and characteristics of each product.