LA FORMATION DES NOMS DE MARQUE EN CHINE

The choice of local brand names in China is greatly influenced by Chinese culture and language. In this article, the authors discuss the peculiarities of brand naming in China, present different methods of brand naming and analyze different alternatives offered to Western Brands. Transliteration is the mostly used method for transferring Western brands to the Chinese market. Its application vary between a true mimic and a partial mimic of the Western brand. A partial mimic means that the Chinese brand has (or has not) regard for the semantic pertinence criterion. Most modern product categories have no regard for the semantic pertinence criterion.