TY  - JOUR
TI  - Enliven corporate brands in Chinese
AU  - Jaw, Yi‐Long
AU  - Wang, Ru‐Yu
AU  - Ying‐Yu Hsu, Carol
PY  - 2011
PB  - Emerald
LA  - eng
AB  - PurposeAlthough the concept of branding has been considered extensively in products and services, branding in Chinese is a relatively emerging phenomenon. This paper aims to present the enlivenment of branding in Chinese within the cross‐strait markets of Taiwan and Mainland China, which underlies various ideologies.Design/methodology/approachThis study primarily reviews literatures of brand and brand name translation, defines the essentiality of brand naming, and outlines the branding strategies for entering cross‐strait markets. Furthermore, this study validates the using of substantially interpreted brands that support the authors' four developed propositions.FindingsThis study compares substantially interpreted brands in cross‐strait markets with a reference to commonly used translation methods. The results illustrate interesting ideologies among cross‐strait markets and can help managers achieve global brand recognition.Research limitations/implicationsSince China and Taiwan share the same Chinese culture, the qualitative method proposed by the present authors is more applicable to practitioners who are eager to pursue branding in cross‐strait markets. Thus, the relevant techniques may not be applicable to people less familiar with Chinese culture.Practical implicationsThe qualitative case study provides an advisable method for branding in Chinese. The results of this study can provide greater understanding of the various ideologies in cross‐strait markets, as well as help managers achieve global brand recognition.Originality/valueThe various ideologies from branding is complex, especially for those involved with linguistic essentials. Previous research has mainly focused on managerial‐based branding and customer‐based branding. This paper extends the interest into enlivening inspirations.
UR  - https://doi.org/10.1108/13555851111183075
DO  - 10.1108/13555851111183075
T2  - Asia Pacific journal of marketing and logistics
VL  - 23
IS  - 5
SN  - 1758-4248
SN  - 1355-5855
SP  - 641-666
UR  - https://www.pollux-fid.de/r/cr-10.1108/13555851111183075
H1  - Pollux (Fachinformationsdienst Politikwissenschaft)
ER  -