Abstract
Chinese branding specially follows some linguistic requirements. This paper reports our analysis of 4663 Chinese brands from 17 categories of products. We have identified the preferred syllabic, tonic, semantic and morphological structures in Chinese brand naming. We found that besides the language factors, Chinese brand naming is strongly influenced by the Chinese culture. The understanding of the specific features of Chinese branding can help enhance business success in the market.
| Keywords: | brand names; linguistic characteristics; marketing |
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