Department of Marketing

Internationale Markennamen: Die Standardisierungs-/Differenzierungsentscheidung anhand linguistischer Kriterien

When entering new country markets, companies have to decide whether to standardize their brand names globally or to adapt them to each target market. The present paper claims that companies have to take into account several criteria to answer the standardization/adaption question. In particular, the paper focuses on linguistic criteria as they have not yet been intensively addressed in marketing literature. Phonetic (pronounceableness and sound) as well as semantic (positive associations and memorability) characteristics of the brand name are described. The paper illustrates the success drivers of global brand names. Promisingword structures are recommended. Moreover, the paper discusses, whether or not descriptive, associative, artificial, and phonetic brand names are applicable on a global scale. Afterwards, the paper exemplifies methods to design nationally adjusted brand names. The paper discusses the creation of new brand names as well as different strategies to translate the origin brand name, such as the phonetic translation (transliteration) and the semantic (literal) translation. Finally, the paper illustrates hybrid strategies: the phonetic-semantic translation as well as the dual translation. The latter are particularly efficient if a company needs to transfer a brand name from an alphabetical language to a language that bases on ideographs.

Müller, S.; Hoffmann, S. (2010). Internationale Markennamen: Die Standardisierungs-/Differenzierungsentscheidung anhand linguistischer Kriterien, der markt – International Journal of Marketing, 49 (1), 43-51.