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Comparison of Chinese-Czech Name Culture: An Influence of Culture on Brand Building

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dc.title Comparison of Chinese-Czech Name Culture: An Influence of Culture on Brand Building en
dc.contributor.author Guo, Yiying
dc.relation.ispartof Proceedings of the 9th International Conference Liberec Economic Forum 2009
dc.identifier.isbn 978-80-7372-523-5
dc.date.issued 2009
dc.citation.spage 103
dc.citation.epage 109
dc.event.title 9th International Conference Liberec Economic Forum
dc.event.location Liberec
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2009-09-15
dc.event.edate 2009-09-16
dc.type conferenceObject
dc.language.iso en
dc.publisher Technická univerzita v Liberci, Ekonomická fakulta cs
dc.relation.uri http://seb.soc.cas.cz/publikace_download/publikace/lef2009_sbornik.pdf#page=103
dc.subject brand building en
dc.subject brand name en
dc.subject name culture en
dc.subject Czech en
dc.subject China en
dc.description.abstract In modern business conditions, the brand is essentially important for success in market. Building a strong brand name in an unfamiliar market is an effective way helping the company to win. As a special cultural phenomenon, name reflects the differences in history, religion and culture of different countries. The paper attempts to compare the name culture between Czech and Chinese and give advice on how to build an adaptable brand name in this rapidly changing marketplace. Comparing name culture between Czech and Chinese, It reveals that name has the nature of cultural symbol, which is the key of national history and cultural development. Chinese have a nearly superstitious worship to language. But to Czech, a name is just nothing more than a symbol. Between Czech and Chinese, different attitudes to the names of emperor and saint indicate different ways when facing authority. So in the eyes of many Western companies, including Czech, the market in China is difficult to understand and highly unpredictable, and vice versa. Successful brand is an important strategic instrument of an enterprise. When localizing brand names, firms have the opportunity to add benefits to the names to make them more attuned to the culture. The most effective way for a company to build a strong brand name in an unfamiliar market is to adapt itself to the culture. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1001841
utb.identifier.rivid RIV/70883521:28120/09:43865766!RIV12-MSM-28120___
utb.identifier.obdid 43865782
utb.identifier.wok 000272657000011
utb.source d-wok
dc.date.accessioned 2011-08-09T07:34:04Z
dc.date.available 2011-08-09T07:34:04Z
utb.contributor.internalauthor Guo, Yiying
utb.fulltext.affiliation Tomas Bata University, Faculty of Management and Economics, Department of Management and Marketing Mostní 5319, 76001 Zlín, Czech Republic email: yiyingguo@yahoo.com
utb.fulltext.dates -
utb.fulltext.references [1] STANKOVIĆ, L., DJUKIĆ, S. Strategic Brand Management in Global Environment, Economics and Organization , Vol. 3, No 2, 2006, pp. 125‐133. [2] OURUSOFF, A., OZANIAN, M., BROWN, P. B. and STARR, J. What's in a Name? What the World's Top Brands Are Worth, Financial World, Vol. 161, No. 17, 1992, pp. 32‐39. [3] KOHLI, C. and LABAHN, D. W. Greating Effective Brand Names: A Study of the Naming Process , Journal of Advertising Research , Vol. 37, No. 1, 1997, pp. 67‐75. [4] GARDNER, B. B. and LEVY, S. J. The Product and the Brand, Harvard Business Review , Vol. 33, No. 2, 1955, pp. 33‐39. [5] JUNE, F. N. P., LAM, J. P. Y., WALLS, J. Executive Insights: The Impact of Linguistic Differences on International Brand Name Standardization: A Comparison of English and Chinese Brand Names of Forfuiie‐500 Companies, Journal of International Marketing , Vol. 10, No. 1, 2002, pp. 98‐116 [6] ZHU MIN A Comparison of Chinese‐Czech Names and Surnames’ Culture, Journal of Lingling Teachers College , Vol. 22, No. 4, Oct 2001, pp. 111‐114. [7] MELEWAR, T. C., MEADOWS, M., WENQIANG ZHENG, RICKARDS, R. The Influence of Culture on Brand Building in the Chinese Market: A brief Insight, Journal of Brand Management , Vol. 11, No. 6, Jul 2004, pp. 449‐461.
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