BETA
Books by CBO examining brands, culture, and meaning through case studies and long-form analysis.
"When Brands Go To China, A Three-Dimensional Framework for Translating Brand Names into Chinese" is a multi-volume series that explores how Western brands adapt their names for the Chinese market—navigating linguistic complexity, cultural nuance, and strategic branding. Each volume focuses on a different industry sector, from consumer F&B to tech to automotive, offering in-depth case studies and insights through a unique three-dimensional framework.
What's inside vol. 1 Consumer F&B:
vol. 1 Consumer F&B
Table of Contents
FOREWORD
The Art and Science of Translating Western Brand Names into Chinese
The “Three-Dimensional Framework”
INTRODUCTION: TASTE, CULTURE, AND CONSUMPTION
PART I: Emphasis on Phonetic Resemblance
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Oreo 奥利奥 (Ao-Li-Ao)
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Häagen-Dazs 哈根达斯 (Ha-Gen-Da-Si)
PART II: Fidelity of Semantic Translations
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Nestlé 雀巢 (Que-Chao)
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Coca-Cola 可口可乐 (Ke-Kou-Ke-Le)
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Sprite 雪碧 (Xue-Bi)
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Subway 赛百味 (Sai-Bai-Wei)
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Domino’s 达美乐 (Da-Mei-Le)
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Starbucks 星巴克 (Xing-Ba-Ke)
PART III: Conveying Brand Essence, Positioning, and Values
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McDonald's 麦当劳 (Mai-Dang-Lao)
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Pepsi 百事可乐 (Bai-Shi-Ke-Le)
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Snickers 士力架 (Shi-Li-Jia)
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KFC 肯德基 (Ken-De-Ji)
[CAUTIONARY TALE]: Kraft 卡夫 (Ka-Fu)