STANDARDISATION OR ADAPTATION 13Probably the best way to approach international markets is not to adhere to one of the
extreme strategies of globalisation or localisation, but to opt for a ‘global commitment to a
local vision’,^25 or in other words to ‘think global, but act local’ ( glocalisation ). If the brand
positioning is a good one, the brand should be rolled out in most countries. Also, an excellent
creative idea can work nearly everywhere. However, advertisers should always look at the
creative idea through the eyes of the locals. Even the best ideas might need some adaptation
in execution to get into the mind set of local people or to respect their cultural values.^26 A n
example would be to work out a global creative idea, but to adapt the advertising so that localSince the majority of Chinese consumers are not familiar with the Roman alphabet, the first requirement when
international companies enter the Chinese market is to choose a proper Chinese name. This is not an easy task and
a company has several possibilities. First of all, the brand name can be directly translated. In this case, the Chinese
name sounds like the original name, but has no specific meaning in Chinese. This strategy is followed by Nike, for
example. Secondly, the company can opt for free translation. In this case, the name is translated according to its
meaning, but has no phonetic link with the original brand name. Schindler, for example, sounds like ‘Xunda’ in
Chinese and means ‘quick arrive’. Finally, the company can go for a mixed translation. This is the most popular
alternative and results in a name that both sounds like the original brand name and has a meaning in Chinese. For
example, Gucci’s Chinese name sounds like ‘Guzi’ and means ‘Classic looks’, while Nivea sounds like ‘Niweiya’ and
means ‘Girl keep elegance’.
Besides deciding on the translation method, a company also has to decide on the sound of the new name. Every
Chinese syllable can be pronounced with four different intonations. So, a two-syllable name can have 16 different
tone combinations, having an impact not only on the ease of pronunciation but also on the connotations. Next,
different combinations of characters have to be selected. Although different combinations can have the same pro-
nunciation, they have completely different meanings. For example, Ford sounds like ‘Fute’ in Chinese and can have
two different meanings: ‘happiness’ and ‘bending over’. Since neither really fits Ford, it opted for a direct translation
without a meaning. Ford’s competitors fared better and have strong meanings. BMW is renamed as a ‘horse’, which
in Chinese legend is connected with speed. Citroën is a ‘dragon’, referring to power, and Rover is a ‘tiger’, which is
linked with prestige. So, it is important to realise that by giving the brand a Chinese name, not only is a local name
given, but also a local image and a local identity, which can be very different from the original one. Only 7% of
Chinese names have an almost identical meaning to the original one. A good example here is Volkswagen, for which
the Chinese name means ‘the masses’ or ‘the people’. More than 50% of Chinese names have a positive connota-
tion that is absent in the original name. For example, Polaroid does not have a real meaning in the Roman language
but its Chinese name ‘Shoot get instant photos’ accurately describes Polaroid’s benefits. About 12% have a different
connotation. Examples here are Yahoo!, which in Chinese means ‘elegant tiger’, and Lux soap, which is called ‘strong
man’. It is interesting to note that Lux is pronounced with exactly the same sound and tone in Taiwan but has a
different meaning. In Taiwan, Lux refers to ‘beauty’, a meaning that fits the brand better. However, when Lux entered
the Chinese market in the 1980s, ‘beauty’ was not an acceptable name since it referred to ‘decadent bourgeois
aesthetics’ under the orthodox communist doctrine. Another example of different meanings in Chinese and
Taiwanese is Johnson & Johnson. It is called ‘strong life’ in China and ‘tender/delicate life’ in Taiwan. The company
opted for ‘strong life’ in China because, in view of the ‘one-child’ policy, parents would rather have strong than
delicate babies.
The foregoing illustrates that obtaining a global image is not always easy. For 2 million Chinese consumers,
BMW is not ‘the ultimate driving machine’ but ‘a treasure horse’. If the same image is not possible, try to go for a
meaningful name since it enhances image and association formation. Moreover, if possible, emphasise a Western
image rather than a local image in the new name, since the Chinese regard Western products very favourably.^24BUSINESS INSIGHT
The Chinese image of global brandsM01_PELS3221_05_SE_C01.indd 13M01_PELS3221_05_SE_C01.indd 13 5/28/13 11:09 AM5/28/13 11:09 AM