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In China Pick Your Brand Name Carefully
Fetscherin, Marc; Alon, Ilan; Littrell, Romie; Chan, AllanArticle HBS-F1209C-EMarketingCompanies introducing a brand in China face special naming challenges because of the complexity of Chinese characters and pronunciations. The authors show four different approaches companies can take, favoring sound or meaning similarities, and describe the pros and cons of each.Starting at €8.20