玫瑰換個名字依然芬芳？：華人企業的品牌國際化決策

Would a Rose by Another Name Smell as Sweet?: International Branding Decision-Making of Chinese Corporate

張力(William Li Chang)

品牌國際化 ； 國際性品牌名稱 ； 品牌命名決策 ； International branding ； International brand name ； Brand naming decision-making

行銷科學學報

5卷2期（2009 / 12 / 01）

161 - 178

繁體中文

本個案研究係探索台灣企業品牌國際化策略之議題，尤其針對自創中文品牌名稱進行英文轉譯時，所可能影響的背景因素進行探討。在比較性個案分析的基礎上，本研究提供一個整合「品牌化策略」、「國際化策略」與「創造國際性品牌名稱的策略性決策」的分析架構，俾有利於國際行銷策略之案例教學與後續研究。

This case study is to explore the issue of international branding strategy for Taiwanese enterprises, especially focusing on those contextual factors that will have an impact on translating Chinese brand name into English. Based on those comparative cases study, this study propose a analytical frame incorporating branding strategy, internationalizing strategy and international brand naming decision-making, which will be useful for case teaching and further research interesting in international marketing strategy.

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